16.3 This will require that effective publicity be given to the change of direction being sought and led by Government. Individuals, organisations and providers of learning all need to be won to the vision. They also must be able to locate their own contribution within the framework set out and the tasks which have particular application to them. They should be in a position to apply the vision and principles laid down by Government to their own existing practice, planned new initiatives and relationships with the other stakeholders in lifelong learning.

16.4 The media of television, radio, newspapers and the new information technology can also play a central role in supporting changes in culture. Changing attitudes, aspirations and mindsets will take time. It needs to be undertaken at all levels, in all locales of learning and potential learning and in relation to all aspects of people's lives in this country. The initiative needs to engender a vigorous national debate and a sustained campaign to raise the importance of lifelong learning for all, in which bodies such as the RSA's Campaign for Learning and the Lifelong Learning Foundation can be enlisted to give assistance.

16.5 Implementing the extensive changes to culture and practice proposed in this report to move towards lifelong learning for all will require a clear statement by Government of the vision, principles and strategy it intends to pursue. The strategy should be accompanied by an action plan, including timetables, targets, monitoring arrangements and costings. Other stakeholders need to be won to the vision through consultation, publicity and the mounting of a national campaign supported by the media of broadcasting and communications.

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