Product placement bid for Diploma

Could Hollyoaks stars such as Roxanne McKee help the Diploma?

In an effort to raise interest in Diplomas, the government has considered trying to insert the qualification into the plot lines of soap operas.

A committee chaired by Schools Secretary Ed Balls discussed approaching teenage drama Hollyoaks.

The Diploma has been put forward as a possible alternative to A-levels and GCSEs for pupils in England.

But last week figures showed that only half the expected number of candidates will take the first Diplomas this year.

The Diploma, which attempts to bridge the divide between academic and vocational qualifications, are set to be launched this autumn in five industry-related "lines of learning".

'Relentless focus'

But there have been concerns about whether they will appeal to students - who might prefer the familiarity of A-levels and GCSEs.

There should be an imaginative communications strategy, for example involving pop stars and Hollyoaks storylines Minutes of National Council for Education Excellence meeting

A Freedom of Information request by the Daily Telegraph revealed that a meeting of the National Council for Education Excellence discussed using a soap opera storyline to promote the Diplomas.

This council, an advisory body set up last year, brings together education and business leaders.

The minutes of the meeting show appeals for a "relentless focus on Diplomas and Council members could make speeches, write articles and give presentations to promote them".

Among the proposals are calls for "imaginative communications strategy, for example involving pop stars and Hollyoaks storylines".

A spokesman for the Department for Children, Schools and Families confirmed the interest in using soap stories to raise awareness.

"We are delighted to work with television programmes or celebrities that want to help young people choose a qualification," said the spokesman.

The number of students who are set to take the first year of Diplomas has already been revised downwards. Projections of 40,000 students have been lowered to 20,000.

There were also concerns raised this weekend over how Diploma students are admitted to courses, with claims that potential candidates were being interviewed for places - a practice banned for admissions to schools.