I love a headline, but long copy is a craft I prefer for all kinds of reasons. I see it as a way to really sculpt the idea and get people to take action when more information is needed.
This campaign needed to raise awareness of a new, government-funded initiative that offered primary school teachers free, additional training.
The training was designed to help them spot learning difficulties in their classroom and develop the skills to manage them effectively.
The work went live in press, online and as a Direct Mail, which might just be me, but feels like one of the most satisfying media to get right.
