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Annie Hayes



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Skills broadcast paves way for cultural shift


A new campaign, launched this week, urging people to take control of their future by investing in skills is being heralded as the biggest of its kind.

Splashed across national and local television, radio, print and online media, the campaign, Our future. It’s in our hands is being driven by the Learning and Skills Council (LSC) and Innovation, Universities and Skills (DIUS) who say that it is essential in bringing about the cultural change needed to improve the attitudes and aspirations of employers and individuals to learning and skills across England.

The ambitious three to five year campaign forms part of the broader Leitch Implementation Plan which will be unveiled later in the month. Published in December 2006, the Leitch Review warned that the UK must become a world leader in skills by 2020 if it is to sustain and improve its position in the global economy.

In 2004 figures showed that there were 6.8 million adults in the UK without a level two qualification and with serious skills needs in numeracy, literacy and IT.

According to the campaigners, research shows that these low skills levels could be improved with some self-help. Over half of adults in England believe they could achieve more out of life, and of these, almost two thirds think improving their skills through training and education is the best way to do so.

Secretary of State for DIUS, John Denham said: “The campaign encourages employers and individuals to invest more in learning and skills. Through a combined commitment and effort, everyone will benefit – individuals, businesses and ultimately the nation’s economy.”

Further information can be obtained by calling 0800 011 30 30 or visiting:

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Annie Hayes


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