The Schools of King Edward VI are steeped in history, and renowned for their academic excellence. However, schools like King Edward’s were coming under increasing pressure from the Government to ‘widen accessibility’ to selective education, and help more children from disadvantaged backgrounds to secure a place at their schools.
IE was asked to create a regional campaign that would promote the Foundation’s renewed pledge to attract students from all backgrounds and promote the message that – if you’re talented enough – there should never be any barriers to coming to a King Edward’s school.
IE created a ‘magical’ campaign, based around the phrase ‘Opening Doors’.
We photographed a number of real Birmingham pupils in and around the city and created a CGI ‘magical door’ based on original drawings from the architect, Augustus Pugin, who designed the nineteenth century Boy’s School as well as the Palace of Westminster.
An illustrated version of the campaign was also created for children’s resources, and a number of packs and booklets were created to promote the campaign.
Following the success of the campaign, The Schools of King Edward VI have continued to attract students from more diverse backgrounds and aim to move their target from 20% to 25% of students welcomed from disadvantaged backgrounds by 2020.
schools across Birmingham, including independent, grammar and comprehensive schools
of spaces reserved for children from disadvantaged backgrounds
years of history behind a campaign opening doors to wider opportunity
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