COI - Department of Education & Skills - Aimhigher: Excellence challenge - we don't need no higher education

COI and DfES campaign. Objective: persuade more teenagers from disadvantaged backgrounds to aim for higher education. Main audience: pre 16 year olds. Media: produced an Aimhigher magazine, a roadshow to tour schools, website. Evaluation: above target direct response calls. Roadshow visited 194 schools with positive results. Generated good PR. Shown that the desired messages were effectively communicated, particularly amongst DE families.