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Cultural Learning Alliance - 360 degree comms campaign

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  • David Cameron gives his endorsement to the campaign, and tells his own story.

  • The Cultural Learning Alliance
    www.culturallearningalliance.org.uk

    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.

  • Andy Akinwolere, Blue Peter presenter, behind the scenes at BBC Television Centre.
  • Children's writer Michael Morpurgo reads from one of his books on the importance of creativity.
  • The Big Link Up Debate, The British Museum Theatre.
  • Ed Vaizey, Minister for Culture, Communications and the Creative Industries.
  • The Panel.
  • The campaign website continues the brand identity, carries the campaign stories, is an active blog and invites people to sign up to the campaign.
  • Brand extends right through to the event materials.
  • On every piece of material used.
  • Culminating in the live debate bringing all the important people together in one place.
  • Even down to a bespoke campaign icon designed by illustrator Quentin Blake, symbolising Every Baby, which became the Twitter and Facebook icon.