NNI ‘Press Pass’

Working with NNI, we devised a new educational initiative called ‘Press Pass’, aimed at Transition Year students and designed to show how newspapers can help to develop kids’ reading, writing and critical thinking skills. The Department of Education welcomed our idea of delivering free national newspapers to participating schools, along with an interactive workbook, with the opportunity for students to enter a national writing competition. 255 schools and more than 14,500 students took part in the inaugural Press Pass, which we launched with the Minister for Education, while the Irish Taoiseach (Prime Minister) presented the awards at our inaugural awards event. The initiative has been universally praised, promoting the Department of Education to open talks with NNI about formally introducing the project to Ireland’s secondary school curriculum. In its second year, the number of schools taking part rose from 255 to 350, while the number of students participating rose from 14,500 to more than 25,000.

‘Press Pass’ saw Cullen Communications shortlisted in the Corporate Communications category of the PRCA Awards for Excellence 2013, while the agency received a Gold award in the Corporate Communications category of the 2013 PRGN Awards for Excellence.