The government has launched a new campaign to improve the attitudes and aspirations of employers and individuals to learning and skills across England.

Called Our Future. It’s in our hands, the campaign urges people to take control of their future by investing in skills.

Billed as the most ambitious marketing and communications campaign of its kind, the scheme will be driven by the Learning and Skills Council (LSC) in partnership with the Department for Innovation, Universities and Skills (DIUS).

The campaign forms part of the broader Leitch Implementation Plan, World Class Skills: Implementing the Leitch Review of Skills in England, which will be unveiled later in July.

Published in December 2006, the Leitch Review warned that the UK must become a world leader in skills by 2020 if it is to sustain and improve its position in the global economy.

The report also stated that to reach the targe, the government must find ways to dramatically increase the number of adults who improve their skills and achieve qualifications each year, at all levels from functional literacy and numeracy to higher education levels.

Secretary of state for Innovation, Universities and Skills, John Denham said: “This exciting new campaign is not just about improving skill levels, but creating a cultural change in the nation’s attitude to skills.

“The Government has accepted the ambitious challenge to become a world leader in skills, and we are committed to achieving this. We have already launched the new Skills Pledge to employers and employees and this campaign will help build on that.

“The campaign encourages employers and individuals to invest more in learning and skills. Through a combined commitment and effort, everyone will benefit – individuals, businesses and ultimately the nation’s economy.”

An advertising campaign will appear across a wide range of national and regional television channels as well as across print, radio and online media from 9 July.

A dedicated phone line and website have been launched to ensure that people have access to relevant information about how to get better skills through different training opportunities available for young people, adults and employers.