Council to tackle truancy

September 5, 2010 by  

Manchester City Council are pulling out the stops in their campaign to reduce truancy levels, and get the message across to students who are tempted to skip school that they are jeopardising their futures. The crusade will include features in the local press and enlisting companies in Altrincham and the surrounding area to assist them with poster and flyer printing.
The City Council’s own in-house communication team, MCC Central Communications, has developed the school attendance campaign to promote a positive message about the importance of attending school to parents and school children in the Manchester area. The campaign has been created to run across local press publications and outdoor poster advertising with three bursts of campaign activity with a different creative execution every time. Manchester City Council’s art director, Ian Smith, has been at the helm of the creative effort.

The creative message will try to hammer home the point to parents and children in the Manchester area that a child’s attendance at school can lead to much higher achievement in life in the long run and non-attendance will mean missing out on experiences. The first of the three new creative executions was rolled out to coincide with the start of the new school term at the beginning of September to add resonance to this message. The combination of press and poster printing gives a platform that allows a localised targeted campaign but that will also reach as many people in the city as is possible.