STV provides multi-platform home to learning campaign

SCOTTISH parents and young people can find out more about about their education rights, courtesy of a website built within that being run by broadcasters, STV.

It follows a tie-up between the Scottish Government and STV to help parents and young people better understand their rights to access additional support services under the Additional Support for Learning (Scotland) Act 2004.

The microsite is being supported by adverts and editorial.

Four adverts – sourced by the Edinburgh office of media buying agency, MediaCom – have been created in-house, by STV Creative. They were directed by Evonne O’Rourke, all voiced by Taggart star, Blythe Duff.

The first – about the impact of divorce on a child’s learning – will air on STV from today for a fortnight. The other three will air next month and in January and March.

In addition to information on, STV’s daily live show, The Hour, will run special features to coincide with each campaign burst, to prompt wider discussions on the issues that could affect a child’s learning.

Says Laura Curran, senior marketing manager for the Scottish Government: “Some children may not be reaching their full potential due to a diverse range of issues and the situations affecting their learning. Additional Support can help.

“It was important for us to be able to communicate as many of these issues as possible. By working with STV and MediaCom this allowed us to give parents examples of how and when they could access support that could benefit their child.”

Adds Ellie Caddell, STV’s promotions manager: “This is an extremely exciting partnership for us, which demonstrates STV’s unique ability in Scotland to provide a fully integrated and tailored campaign that goes well beyond the conventions of traditional spot advertising.”