1.7 The new strategic framework should lay the foundation for a fundamental change in attitudes to lifelong learning on the part of individuals, groups, those in positions of authority in organisations and those with responsibility for funding or providing learning. To this end, a major national publicity campaign should be launched aimed at changing attitudes, enlisting the expert support and involvement of the media of broadcasting and publication.

1.8 The campaign's purpose should be to generate much greater interest in lifelong learning, leading to a substantial increase in demand, especially from those traditionally absent or excluded from learning and achievement. Securing this will require an alteration to many people's aspirations and engagement in learning, involving them in learning in a variety of forms and locations throughout life. The campaign should lead to new initiatives in marketing, recruitment and support for students by providers, to help change attitudes and behaviour. Once the University for Industry is established, leading this campaign should be an early priority.

1.9 The revolution in attitudes and approach should also signal the beginning of a shift towards a greater sharing of the responsibility for lifelong learning between individuals, employers and the state. Individuals should increasingly accept more control over the development of their own learning throughout life and, within their available resources, be ready to invest more in it themselves. Government can contribute to this aspect of the shift in attitudes through making changes to existing fiscal, taxation, funding, grant and benefit policies and through the deployment of new initiatives, such as the New Deal and Individual Learning Accounts, in ways which enhance a sense of shared responsibility.

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