The document outlines plans for a campaign to promote winter residentials. It was created by Learning Away, which was founded by Paul Hamlyn Foundation to increase access to high-quality residential learning experiences. The campaign will encourage schools, providers, and others to plan more residentials in winter months, which are seen as more affordable and can have benefits like improved engagement, attainment, and relationships. Materials like videos and infographics will highlight these benefits. Providers will champion the campaign through their digital presence and events. Schools will be encouraged to share experiences to inspire others.

1. #WinterResidentials
Campaign
Welcome
Robert Taylor, Learning Away Consortium
Learning Away was founded and initially developed by Paul Hamlyn Foundation

2. Learning Away is led by a ‘legacy’ consortium of organisations
united in their commitment to ensure more young people have access
to high-quality brilliant residential learning experiences ...

3. Learning Away Findings
Peter Carne (Learning Away National Adviser)
Learning Away was founded and initially developed by Paul Hamlyn Foundation

5. Action research
PHF funded special initiative
Over 5 years
With 60 schools
In 13 partnerships
Rigorous evaluation
12,500+ pre and post surveys with
students, parents and staff
100+ focus groups

6. What has Learning Away been trying to do?
 Make a strong case for change, by finding compelling evidence of positive
impact and benefits (for young people, teachers and schools as a whole).
 Discover exactly what it is that’s so powerful about residential learning.
 Find out whether certain types of residential are more effective than others
i.e. what is a high quality residential learning experience?
 Develop advice, guidance & support for teachers & residential providers.

7. Each partnership had a distinct identity & focused on the
challenges/themes relevant to their context including:
 KS 2/3 transition
 Knowledge, skills & understanding at KS2
 GCSE attainment
 Resilience, confidence & wellbeing
 Community cohesion & cultural diversity
 Student leadership
 Co-construction
 Raising aspiration
 Family support

8. What did our Learning Away schools do?
Residential models offered included:
 Partnering with outdoor education, field study and heritage providers
(local authority, voluntary sector and commercial)
 Low cost camping (on school sites, locally and further afield)
 School exchanges
 Family support programmes (using holiday cottages)

9. “Learning Away has shown that a residential
learning experience provides opportunities
and benefits that cannot be achieved in any
other educational context or setting.
The impact is greater when residentials are
fully integrated with a school’s curriculum
and ethos.”
Learning Away Final Evaluation Report
York Consulting 2015

10. Impacts and benefits
We have strong evidence which demonstrates that there are
numerous positive impacts of Brilliant Residentials, showing
that they improve students’…

12. Resilience and self confidence

13. Attainment

14. Attainment
“Student A was in the middle of her maths test
when she literally shouted out, 'I know how to
do this! You should have all gone to Carroty
Wood - Mr W taught me how to do this!'”
Maths teacher, Canterbury Academy
61% of students who attended Calderglen High
School’s Drama residential achieved higher than
their predicted grade, compared to 21% who did
not attend.
Learning Away Final Evaluation Report

15. Relationships

16. Relationships
“The student-teacher relationship built in a
week on a residential is similar to that of a
relationship built over an entire year in a
normal class situation.”
Staff survey
“In schools you see teachers as scary and strict,
but on the residential trip they’re so much
nicer. You see them as normal human beings.”
Secondary student focus group

17. Engagement with learning

18. Engagement with learning
“Before going on the trip I hated school, but
now I just love it. I love to learn about maths,
literacy and science.”
Primary Student Focus Group
“When I was at Hampton Court there was just
loads of stuff to inspire me. I probably did more
hours of work in that one week than I did in the
whole of this term, I just had so much
inspiration from it.”
Year 10 student, Canterbury Academy

20. The Learning Away ‘theory of change’
Residentials bring
The overnight stay & an
intensity of experience
A new context for
relationships
Different & varied
opportunities to experience
success
New ways of learning
Short & medium
term
Enhanced relationships
Improved engagement
& confidence in
learning
New & developing skills
& understanding
Longer term
Improved …
Achievement, progress &
attainment
K,S & U
Relationships
Engagement, behaviour &
attendance
More successful
transitions

21. What makes brilliant residentials brilliant?
 Fully integrated with school curriculum and ethos
 Led by teachers
 Led by students (where appropriate)
 Co-designed with students
 Inclusive and affordable for all
 Planned with clear learning objectives to meet specific learning needs
 Planned so that learning is embedded and reinforced back in school
 Part of a progressive programme of experiences
 Designed to include a wide range of new and memorable experiences
 Designed to allow space to develop collaborative relationships
 Evaluated rigorously
 Supported by senior leadership

26. #WinterResidentials
Campaign
Kim Somerville (Learning Away Campaign Coordinator)
Learning Away was founded and initially developed by Paul Hamlyn Foundation

27. Communications Launch – Today
___________________
Campaign Launch – 27 September
Learning Away was founded and initially developed by Paul Hamlyn Foundation

28. The Challenge
• Many residential and school travel organisations have the challenge
of encouraging schools to plan their residentials in the winter months
• Barriers deemed as:
• Winter weather
• Less daylight
• Perceived enrichment activity (and therefore held at the end of the school
year)
• Most providers offer a lower price / discount
• Ample scope for more school bookings over these months

29. Collaborative Campaign
• A collaborative campaign with a shared message would help to
strengthen providers messages
And
• Help the overall goal of the #BrilliantResidentials campaign …. to
increase the number of residentials taking place, especially as school
budgets are increasingly squeezed
The messages and tools you see are a collaboration - based on working
together this summer.

30. Aims of the campaign
• Influence the practice of:
• Schools
• Residential providers
• Initial Teacher Training providers
• Policy makers
• Raise awareness that winter residentials are highly effective and
more affordable and inclusive

31. Messaging and Identity
• The campaign title applies to all types of residentials and aligns
with ‘Brilliant Residentials’
• Visual identity follows the Brilliant Residentials guidelines
• The messages to schools will focus on the benefits of winter
residentials. All the key benefits and impacts discovered in the
Learning Away programme will apply here, but those of particular
relevance are ….

32. Benefit 1

33. Benefit 1

34. Benefit 2

36. Benefit 3

38. Benefit 4

40. Benefit 5

42. Benefit 6

43. Learning Away was founded and initially developed by Paul Hamlyn Foundation

44. Learning Away was founded and initially developed by Paul Hamlyn Foundation
Campaign Tools

45. Animated Film

46. Infographic

49. Social graphics and tweet sheet

50. Events and PR
• A joint approach to media relations, articles already secured ‘The
benefits of winter residentials’
• Release of new study ‘The state of school residentials in England
2017’
• Copy for e-marketing, articles, newsletters (to allow you to insert
their own ‘offers’ and target accordingly)
• Presentations being delivered at a range of events and conferences
with teacher attendance

51. Your campaign
• A digital approach
• Tools for you to use and embed within an online campaign pack
• Animated film
• Infographic
• Social graphics
• Tweet sheet
• Copy for your website, newsletters, brochures
• Media release for newsletters, bulletins, local media

54. Collaborators should
• Download, prepare and use the tools
• Website / social media / blogs
• Provide resources, top-tips, lessons plans and case studies
• Provide testimonials from schools and identify Champion Schools
• Use your mailing lists to schools and share your winter residentials
offers and the benefits
• Share material about the benefits of residentials when talking /
exhibiting to schools at events
• Target your local networks– run open events / invite media / local MP
to see a winter residential in action

55. Timing
• Campaign pack available now
• 27 September 2017 – campaign goes live
• Communications launch event in Glasgow
• www.learningaway.org.uk/winterresidentials goes live
• 2 October 2017 – ‘The state of school residentials in England 2017’
report released

56. Learning Away was founded and initially developed by Paul Hamlyn Foundation
Championing
#WinterResidentials
YHA

58. Championing #WinterResidentials – YHA
• Learning Away event – March 2017
• Challenge the majority of providers face
• Selling to schools/education market between November-February
• Brilliant Residentials campaign
• Collaboration to raise awareness of the benefits of residentials in the winter

59. Championing #WinterResidentials – YHA
Working directly with the Education market
• Identifying champion schools
• Teacher testimonials – both written and video
• Case Studies
• Promotion with key partners – MAT’s/LEA’s/NAHT/NUT
• Events & conferences

60. Championing #WinterResidentials – YHA
Marketing
• YHA 2017/18 School Trips brochure – Primary & Secondary

61. Championing #WinterResidentials – YHA
Marketing
• Solus email – linking through to the new #WinterResidentials page on the Learning Away
website/Infographics

62. Championing #WinterResidentials – YHA
Digital
• YHA Groups Website – Winter Residentials section on our
Brilliant Residentials page
• Video highlighting benefits of Winter Residentials
• New imagery/video of residentials
• Teacher testimonials
• Champion Schools

63. Championing #WinterResidentials – YHA
Digital
• Social Media – updates on all activity linked to #Brilliant Residentials &
#WinterResidentials
• Sharing the Winter Residentials Infographic
• User generated content – 30 seconds video of activities/teacher interviews

64. Championing #WinterResidentials – YHA
• And much more……..!!!
Email: michaelsabin@yha.org.uk
Telephone: 01629 592705
Mobile: 0784 3344646

66. Exercise
1. How will you use the campaign tools? – 10 mins
2. Share your winter residential activity ideas / top-tips – 20 mins
3. The best of both

67. Your ideas - Winter residential activity ideas / top-tips

68. Your ideas - Winter residential activity ideas / top-tips 1

69. Your ideas - Winter residential activity ideas / top-tips 2

70. Your ideas - Winter residential activity ideas / top-tips 3

71. Your ideas - Winter residential activity ideas / top-tips 4

72. Your ideas – Campaign 1

73. Your ideas – Campaign 2

74. Your ideas – Campaign 3

75. Your ideas – Campaign 4

76. Next steps
• Download, prepare and use the tools in the campaign pack
• Send your resources, top-tips, lessons plans and case studies (can be
branded and will link back)
• Provide testimonials / case studies from schools and identify
Champion Schools
• 27 September

77. Website: learningaway.org.uk
Twitter:@LearningAway #BrilliantResidentials #WinterResidentials
Facebook: /WeAreLearningAway
Email: kim.somerville@lotc.org.uk

78. Learning Away was founded and initially developed by Paul Hamlyn Foundation
Thank you