HR Industry News

TV advert aims to improve skills

— 13 July 2007 —

A new television advertising campaign encouraging employers and individuals to gain better skills is being launched.

Businesses must encourage their staff to improve their personal development by providing access to training, education and work-related qualifications to ensure that their people continue to develop professionally, retain abilities and experience appropriate to the operational needs of the business. This is our approach at Ceridian, as our people are our most important asset.

Amanda Young, Head of Training and Development, Ceridian

To be screened on ITV, the advert is part of a nationwide multimedia campaign entitled Our Future: It’s in our hands by the Learning and Skills Council and the new Department for Innovation, Universities and Skills.

It aims to encourage people to take control of their lives by investing in basic numeracy and literacy skills and qualifications.

Planned to last for three to five years, the campaign will be supported by posters on public transport and goodie bags handed out at busy London stations.

Speaking on the launch of the campaign LSC chairman, Chris Banks, said that it would deliver a clearer message for employers and individuals about the need to carry on learning and bring about a change in attitudes to learning.

John Denham MP said that employers can simply look to someone else to take the responsibility for raising the skills of the people that want to work for them.

The advert begins by telling the story of the creation of life and asks viewers to take their lives into their own hands by investing in skills. It features a series of painted hands making shapes like tulips or mountains.

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