The Cultural Learning Alliance
A 360 degree communications campaign reminding people of the importance of learning through culture. Timed in the run up to the Comprehensive Spending Review when the government decided on continued funding for creative education. Using video stories (including one from David Cameron himself), a campaign website and social media, over 5,000 cultural professionals and teachers came together to remind politicians and public of the times they were inspired by a great storyteller, musician, actor or writer when they were at school.
The campaign culminated in a 350 person debate at the British Museum, with Ed Vaizey, Minister for Culture, Communications and Creative Industries and leading thinkers in culture and education. 22 supporting events were held around the country, where people watched the live webcast and submitted their views and debate via twitter and live chat.
We communicated the campaign message through viral videos, personal stories of teachers, artists and cultural experiences that had inspired people as children, encouraging the audience to remember their own. Videos featured Kate Nash, Kirsty Young, Sir Stuart Rose, Ashley Walters, Jameela Jamil, Dr.Tanya Byron and David Cameron and the schools campaign was fronted by Blue Peter presenter Andy Akinwolere.
The term "cultural learning" became the lasting legacy of the campaign, adopted by all the majors players in the field - the word on everyone's lips.