Key Messages

A core script of Aimhigher key messages that can be used as a common reference point for practitioners and partner organisations was developed by the DfES and HEFCE in 2006.

The funders commissioned Counterpoint Research to examine the effectiveness of an initial set of draft messages, which included desk research, interviews and group discussions with Aimhigher leads, practitioners, target Aimhigher cohorts and their influencers.

The findings highlighted particular difficulties in selling the idea of HE to the younger segment of the cohort because they either do not understand it or it isn’t ‘on their radar’. As such, it was identified that situating HE within wider learning goals - by using messages such as “try to get the best qualifications you can” and “push yourself as far as you can” - would resonate better with these audiences. Another key finding at the younger end of the cohort was that HE is viewed as being too far in the future to think about. Identifying a number of stepping stones towards the next stage of qualifications is therefore considered to have greater resonance with this age group.

Click on the links below to download the core script, a summary of the research undertaken and a copy of the full 96-page report.

Alternatively click on the link to the left to view tailored messages for schools and colleges.