Cannes Lions

EDUCATION MAINTENANCE ALLOWANCE

PROFERO, London / CENTRAL OFFICE OF INFORMATION / 2008

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Learning and Skills Council (LSC) has created an interactive landing page for their latest campaign promoting Educational Maintenance Allowance (EMA). Featuring video accounts of teenagers’ experiences having benefitted from EMA, it offers a rich, non-patronizing experience utilizing peer opinion to achieve credibility and trust.Each video features a student talking about their educational experiences and how the EMA has helped them overcome misplaced perceptions ultimately exceeding their learning expectations through vocational and non-vocational courses.The focus for the landing page was to create a rich visual impact, eschewing text and information-led executions to ensure connectivity with the target audience.

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