In a major development launched last July by the UK Prime Minister, the Rt. Hon Tony Blair MP, the British Council embarked on a campaign to attract more international students to the UK and demonstrate the strengths of UK education in comparison to other destinations.

Mr Blair emphasised the importance of international students to the UK, and announced various practical measures taken by the UK Government to make it easier for international students to come here.

One of the major changes will make it easier for students to work in the UK. The Government recently announced that international students will no longer need clearance from a job centre before taking vacation or out of study work. In addition, students from overseas taking sandwich course in the UK, who currently require a work permit for their work placements, will no longer require one. By making access to work easier, British education will become better value and more affordable than ever before.

But more than that, changes have been made to improve access to the UK for future students. Visa arrangements for students in countries where difficulties have been experienced will be streamlined to ease entry. Students can also have their future earnings in the UK taken into account when they apply for a visa: Where a public university or college is able to offer a student employment (either on campus or as part of a work placement) students will be able to have their earnings from this taken into consideration. Further changes will reduce the need for international students to reapply for leave to remain in the UK whilst studying, and all of this will be supported by better information at the fingertips of potential students, delivered via on-screen techniques and through personal advice.

As an additional incentive from the Government, the Prime minister has promised up to 1000 extra new Chevening scholarships. The British Chevening scholarships are prestigious awards, which enable overseas students to study in the UK. They are on offer in more than 150 countries, and encourage tomorrow's leaders, decision makers and opinion formers from outside the UK to become familiar with UK and British values, and to make contacts with UK institutions and companies.

In order to communicate these changes and improve the information about UK institutions, a new brand was developed by McCann Erickson on behalf of the British Council. 'EducationUK - Be the best you can be' is designed to be a focus point for all the information needs of future overseas students. The brand will act as a signpost guiding them to top level information and advice provided both by the educational establishments themselves and by British Council offices worldwide. In addition, it encourages future students to explore the more innovative side of UK culture - the independent film and music industries, a vibrant youth culture and the opportunity to explore Europe.

The brand will roll out globally throughout the Year 2000, beginning with a full launch and brand presentation in the UK in January. Following closely on, high profile launches will take place in Hong Kong, Brazil, China, India, Japan, Malaysia, Russia and Singapore. These will range from very large events such as the Hong Kong British Education Exhibition through to smaller, more focused missions. These events will highlight the key messages of the campaign through technology, high profile figures and innovative and exciting showcases. Information on the date of the launch and the services in your area can be obtained from your local British Council office.

This is an exciting time for education in the UK. The measures the UK Government has taken to ease the entry and study time of future international students, together with a new and exciting system of supplying information to them will make it simpler than ever before to enjoy a British education. These measures make the UK a more cost-effective place to study, and situated as it is at the gateway to Europe, it offers access to wealth of new experiences. EducationUK has embraced the cutting edge attitude of a new century in educational excellence and opportunity. We look forward to sharing it with you.

By Allan Barnes
Director, Education Counselling Service
British Council

Remember
At any time you can click on our Information Form Service in order to have your details circulated to multiple academic institutions so they can mail you comprehensive further information and brochures. Remember this service is completely free of charge.

If you have any comments or queries relating to this site please email:
webmaster@internationaledu.net