New campaign designed to encourage nation to drive up skills.

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Our future. It’s in our hands, a new Government campaign urging people to take control of their future by investing in skills will be launched today. The Secretary of State for Innovation, Universities and Skills, John Denham and the Learning and Skills Council (LSC) Chairman, Chris Banks will unveil the marketing and communications campaign which is aimed at both individuals and employers, urging them to take control of their future and improve on their skills through training and education.

It is the most ambitious marketing and communications campaign of its kind, driven by the LSC and DIUS, and over a three to five year period aims to bring about the cultural change needed to improve the attitudes and aspirations of employers and individuals to learning and skills across England.

“The big message today is, don”t get left behind,” says Chris Banks, Chairman of the LSC. “We want it to be as easy as possible for people to access information and understand what help is available for them to get the skills needed to get on in life and business. This new campaign brings all the LSC’s existing activities under the banner of Our future. It’s in our hands. There’s never been a better time for people to grab the training opportunities on offer with both hands and take control.”

The advertising campaign – Our future. It’s in our hands ““ will appear across a wide range of national and regional television channels as well as across print, radio, outdoor and online media from 9 July. A dedicated phone line 0800 011 30 30 and website lsc.gov.uk/inourhands will ensure that people have easy access to relevant information about how to get better skills through different training opportunities available for young people, adults and employers.

Secretary of State for Innovation, Universities and Skills, John Denham said: “This exciting new campaign is not just about improving skill levels, but creating a cultural change in the nation’s attitude to skills.

“The Government has accepted the ambitious challenge to become a world leader in skills, and we are committed to achieving this. We have already launched the new Skills Pledge to employers and employees and this campaign will help build on that.

“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.”

Significant progress has already been made in the skills arena over the past five years. The LSC has instigated a wide range of programmes to help employers and learners with their skills needs, including Train to Gain, the National Skills Academy network, Adult Learning Grants, Education Maintenance Allowance and Apprenticeships.