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‘Promise’ to enhance basic skills – Agency


Switch on ITV at 3.15 p.m. on Monday 1st May and see a new commercial for the Basic Skills Agency, developed as part of ITV Year of Promise!

The ITV Year of Promise is a major promotional campaign run by ITV which involves motivating the nation to make and keep a simple promise which aims to make a difference to themselves and others - in any way ranging from learning a new language, to showing better commitment to the environment.

The campaign was launched on 17 October 1999, and will culminate with a 14-hour day of television on 1 May 2000 which will include short films featuring serious and thought-provoking messages about the areas of work of selected charities and not-for-profit organisations.

We've used this opportunity as a way of motivating adults to make a promise to themselves to improve their basic skills.

You will see our advert, which was made for us by the advertising agency McCann-Erickson, to encourage adults to phone our 0800 National Referral telephone number
during ITV's coverage on May 1st - the 'Day of Promise'. We are able to keep the advert afterwards, so we are looking into ways of using it in the future for further national and/or regional TV promotional campaigns.


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