Havas London wins new Department for Education T Levels brief

Havas London wins new Department for Education T Levels brief


Creative agency Havas London has been appointed by the Department for Education to launch and promote its new T Levels qualification following a competitive pitch.

The pitch process for the 2-year contract began in January 2019 and was run through the Crown Commercial Service Campaign Solutions framework. A new T Levels brand will be rolled out later in the spring, while the full activation and recruitment campaign will launch in the autumn. 

Havas’ win represents the agency’s second government contract as well as its second with the DfE, having been appointed to the department’s teacher recruitment business in June 2018. Its first work for Get Into Teaching, Every Lesson Shapes a Life, launched in October 2018.

T Levels are new technical qualifications set to be introduced in England in September 2020. They will become one of the main choices for 16-19-year-old students after GCSEs, alongside apprenticeships (for students who wish to learn a specific occupation ‘on the job’) and A Levels (for students who wish to continue academic education).

The new two-year courses will combine classroom theory, practical learning and a minimum 45 day placement, and will be equivalent to three A Levels. They will provide the knowledge and experience needed to open the door to highly-skilled employment, an apprenticeship, or higher-level study, including relevant degrees.

Havas has been tasked with launching and promoting T Levels, specifically in raising awareness, increasing understanding and generating interest and positive perceptions of the new qualifications. As well as young people, key audiences will include providers, employers, parents and other influencers such as teachers and careers advisors.

The DfE’s ultimate aim is to increase the status and value placed on technical education in comparison to the academic ‘gold standard’ option of A Levels and university. 

Rebecca Thould, Head of Marketing at the Department for Education, says: “T Levels are a crucial part of DfE’s reforms to technical education, and communications is critical to their success. Havas brought fresh insights to our brief and an innovative approach to the challenge of introducing a new brand to the market.”  

Jennifer Black, Managing Director at Havas London, adds: “We’re so excited to extend our relationship with the DfE through this new brief. Similar to our work on teacher recruitment, this is one of those rare opportunities our industry gets to make a tangible and positive difference to people’s lives. T Levels are a crucial pillar of this country’s future technical education provision, and the responsibility that comes with this appointment is not lost on us.”

Wednesday, 10 April 2019

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