Building Character

Gordonstoun is an independent boarding school which was established in Moray in 1933 by Kurt Hahn, a Jewish exile who fled Nazi Germany. His aims were delivered through a forward thinking broad curriculum which, as well as academics, included outdoor education, athletics, projects and service to the community. Our task was to help establish the school as a thought leader in the field of education, following a study by the University of Edinburgh which examined the Gordonstoun approach focusing on character education and not just exam results. Learn more here.

Gordonstoun Student in Fire Department Training
What we did

We positioned Gordonstoun uniquely as a global leader of character education, advocating its benefits and using news and education media to promote University of Edinburgh research which demonstrated the schools leadership in this area.


Combined broadcast, print and online news audiences exceeding 27m. Placing an exclusive feature with an education journalist from The Times, we gave him access to the school and allowed him to make up his own mind about the its ethos based on its best asset - the pupils. We also had extensive coverage of the research in other national and regional media, including the Daily Telegraph, Daily Mail, BBC Radio Scotland and STV News.

Gordonstoun Students Cleaning Car