Department for Education launch 'T Levels' campaign with Havas

Josh Hall's picture

The Department for Education has launched a new campaign to raise awareness of the new 'T Level' qualification.

The T Level is a technical, post-GCSE qualification, and is the equivalent of three A Levels. The DfE is branding the T Level, which will be introduced in England from September 2020 the "Next Level qualification".

The campaign, created by Havas London, centres on a 30 second clip showing students climbing floors of a building.

It will also incorporate OOH, digital and social activities, a Snapchat lens, a 'provider toolkit' for educators, and a separate toolkit for employers.

OOH elements will be positioned along school commute routes, while the hero clip will be shown on the forthcoming Little Mix UK tour and at the Capital Jingle Bell Ball.

Rebecca Thould, Head of Marketing at the Department for Education, said: “With just 12 months until the introduction of T Levels, we’re excited to show young people – and those around them – why this really is a revolutionary, next level qualification. We’re really pleased with the brand and launch campaign Havas has created – which feels as fresh and disruptive as T Levels themselves.”

Jennifer Black, Managing Director at Havas London, added: “This campaign doesn’t look, feel or act like any education advertising that has come before – because T Levels aren’t like any qualification that has come before. We hope we’ve done such a monumental brief justice.”

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