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The PR campaign must fight counter-intuitive fees assumptions

Today the Government launch their much-anticipated PR campaign to explain the new tuition fee changes. A partnership with Channel 4 is in place to target a key demographic through E4 and other mediums close to ‘youth’.

Those close to David Willetts and BIS have been consistent in their calls for the Government to undertake such a communications exercise. The calls have not gone unheeded, but the tangled web of policy that Willetts, Cable and Co. managed to maneuver themselves into meant that until now, it has been hard enough to communicate their intentions to the HE sector, let alone the people that are now weighing up the pros and cons of applying to higher education.

Let’s not lose sight of the real participation dream

As someone who was brought up in working class surroundings and was the first in my family to move permanently out of Wales, let alone go to University, I get frustrated when (albeit well meaning) journalists, HE representatives etc. speak as though student fees are the only factor that will inform the decisions of people like me about whether to go to university.

They’re not.