Working in the PR industry, I often notice screaming examples of product placement in TV programmes and films, i.e. the pointless two second shot of a Ford in Casino Royale.
So I was interested in the idea that a committee chaired by Schools Secretary, Ed Balls, is considering getting the new Diploma qualification featured in soap operas to encourage take up.
The BBC website today quotes....Among the proposals are calls for "imaginative communications strategy, for example involving pop stars and Hollyoaks storylines".
So getting one of the characters in teen show Hollyoaks (I say 'teen' like I don't still watch it every night....) to study for a Diploma on the show will hopefully raise awareness and take up of the new courses. Sneaky marketing or genius idea?
Whichever it is, it shows the power that TV, radio and celebrities all have over youngsters today and PROs and marketeers should be considering this in campaigns. I say bravo to the National Council for Education Excellence for moving with the times and doing something about the currently low take up of an excellent qualification.
And if a Hollyoaks babe studying for a Diploma in Health & Social Care sparks an idea in at least one educationally-confused viewer's head, then surely it's worked?
Helen
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