Promoting Gaelic beyond traditional Western Isles heartlands

Scottish viewers of programmes such as Big Brother, Deal or No Deal, Holyoaks and Desperate Housewives on Channel 4 and Five will be introduced to Gaelic via the advert breaks over the next month.

In what is believed to be the first uniquely Gaelic advert it will feature courses offered by the University of the Highlands and Islands (UHI) and will be broadcast in English and Gaelic.

“Lews Castle College”

The advert shows a variety of people musing about study opportunities, and realising that UHI makes it possible for them – wherever they live, and whatever their circumstances.

Professor Matthew MacIver, UHI chairman said: “I am simply delighted that Gaelic will be used in our advertising campaign as it illustrates the different academic opportunities we provide for students.

“At UHI, we are committed to the Gaelic language. Gaelic is an integral part of the culture of the Highlands and Islands and as such will play an important part in the future development of the UHI.

“This is a first for the UHI and it sends out a clear message that, as an emerging University, we will be a different academic institution from others.”

UHI has just over 8,000 students in 13 partner colleges including Lews Castle College in Stornoway and Sabhal Mor Ostaig in Skye.

“Inverness and Aberdeen”

UHI principal, James Fraser, added: “Whether you can understand Gaelic or not, our advert will bring it to the attention of thousands of people through one of the most powerful communication media.”

It is hoped the 30 second adverts – which cost UHI £25,000 – will help UHI reach out beyond the traditional Gaelic heartlands, such as the Western Isles, and into the cities.

At the last census in 2001 there were 58,652 Gaelic speakers, but 92,400 who could speak, read or understand the language spread across the country.

While half live in the Highlands, Western Isles and Argyll and Bute, more than 11,000 (19 per cent) of Gaelic speakers live in greater Glasgow and there are also large concentrations in Edinburgh, Inverness and Aberdeen.

The Gaelic version of the advert can be viewed online at www.thinkuhi.com.

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