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UfI promotes learning via TV advertising


Recent Ufi Press Releases

For public enquiries about Ufi or learndirect, please contact the Ufi enquiries line on 0114 224 2999, or you can send your comments to us.
For press enquiries, please contact the Ufi Press Office on 0171 255 5439, fax 0171 631 0602 (out of hours: 07979 603381) or e-mail

Recent Ufi Press Releases
Title Date
TV Premier for Ufi's learndirect 19.03.00
Ufi to Adopt Institute of IT Training Quality Standards 16.03.00
RAF Cottesmores's learndirect Centre takes off 02.03.00
Saints Players Tackle IT with learndirect 01.03.00
Partners meet to plan Northern Ireland Learning Network 29.02.00
Click here to see previous Ufi Press Releases19 March 2000
learndirect hits TV screens from 19 March with its first ever national TV campaign, which is set to change attitudes to learning among adults all across the country.

The campaign runs for one month, ending on 20 April, and has been targeted to reach 86 per cent of the television viewing population of England, Wales and Northern Ireland.

The £5 million campaign is intended to stimulate demand for learning and build on the learndirect brand launched by Ufi in November last year. The campaign features a series of three advertisements, tailored to appeal to adults from all walks of life. Through the device of doubles, individuals discover their hidden talents and see how learning can change their lives for the better. Characters including a businessman in his late 40s who can't read his email, a footballer in his mid-late 30s who realises that he is getting too old to be a player and a female graphic designer working from home are encouraged to take up learning by their alter egos, who tell them: "Course you can".

"The campaign brings us a step closer to achieving the Government's aim of creating a highly skilled, motivated and internationally competitive workforce. For most of us, learning stops when we leave school or university; we need to take a fresh look at how we think about learning as adults," explained Dr David Croisdale-Appleby, Ufi Marketing and Communications Director.

"The wide reach and broad appeal of TV make it the most effective medium for showing people the tangible benefits that lifelong learning can bring."


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