This week, Red launched a ground-breaking £300 million scheme for our client Becta.

The Home Access scheme - which will be co-ordinated by Becta, the government agency for learning and technology - was announced by the Prime Minister and his Cabinet colleagues Ed Balls and Lord Mandelson at the Learning & Technology World Forum, a two-day event in London which attracted over 1000 leaders from 100 countries to discuss key issues in education today.

Home Access will give 270,000 low income families a free computer and free broadband access and Red achieved significant coverage across news and lifestyle media to ensure the public were quickly aware of the benefits of the programme, how to apply and what it meant for them.

Given that even David Beckham is engaging in educational technology by using Skype to check his kids‘ homework, Red also harnessed digital media. Online social networking sites, the international blogging community and You Tube were all key channels, as were the 165 tweets on Twitter which helped attract 145 followers so far!

In the lead up to the Learning & Technology World Forum, Red also worked closely with trade associations, partner organisations and sponsors to deliver unbeatable coverage across national broadsheet, broadcast, consumer and trade titles. These included the Department for Schools, Children and Families, the Department for Business, Innovation and Skills, the British Council, the Foreign and Commonwealth Office and the British Educational Suppliers Association (BESA).

And it didn’t stop there! The Forum was swiftly followed by BETT, the education industry’s three-day supplier trade show, which provided another opportunity for Becta to discuss the detail of the Home Access scheme and Becta’s wider role in today’s education system.