The government's current changes to qualifications for children aged 14-19 have created a highly competitive arena for the UK awarding bodies. Teachers are being courted and targeted like never before.

Leading examination board OCR chose Target Marketing Communications to develop the creative for major advertising and direct mail campaigns to launch their new GCSE's, A levels and Functional Skills and promote the vocational qualification, Nationals.

"OCR estimates that more than 5,100 schools and education centres will start teaching the redeveloped GCSEs from September 2009, with approximately 750,000 pupils benefiting from a more bespoke approach to assessment," said Parool Patel, OCR's head of marketing and communications. "Target is working on press advertising to launch the new subject specifications one year ahead of first teaching to allow plenty of time for teachers to make OCR their first choice.

"Target's highly creative approach went down a storm with focus groups. We are confident it will succeed in persuading teacher's to select OCR' more innovative, engaging and interesting examinations."