Going back to school meant something new for learners in Scotland: qualifications changed to reflect the Curriculum for Excellence, and from the start of term pupils began working towards the new National Qualifications. We helped the Scottish Qualifications Authority explain the change and reassure pupils, parents, teachers and employers that no learner would be disadvantaged, putting their spokesperson on air across a radio day of interviews about the support in place for teachers and lecturers. The broadcast PR campaign secured 20 items of radio coverage reaching 4.1 million listeners, including BBC Radio Scotland, Clyde 1 FM and Tay FM.
Scottish Qualifications Authority wanted to raise awareness of the new National Qualifications and reassure pupils, teachers, parents and employers they bring new opportunities.
The message
The new National Qualifications reflect the Curriculum for Excellence. The Scottish Qualifications Authority has worked extensively with teachers and lecturers and will support them to deliver the new qualifications, so no learner is disadvantaged.
The angle
Qualifications in Scotland changed to reflect the Curriculum for Excellence, and from the start of term learners began working towards the new National Qualifications. The pitch reassured learners, parents and employers that no one would be disadvantaged.
The result
20 items of coverage reaching 4.1 million, including BBC Radio Scotland, Clyde 1 FM, Tay FM, Northsound 1.
About Back to School
Back to School is the broadcast moment at the end of the summer holidays, when families get children ready for the new school year. It covers uniforms, shoes, stationery, lunches, routines and costs. Most schools in England, Wales and Northern Ireland go back in early September, and in Scotland in mid-August. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Back to School for 2027?
Back to School next comes round in late August and early September 2027, with most Scottish schools returning in mid-August. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
