'It's all about the Future' is now a British Council claim. Was created for this campaign with the aim of promoting their classes and English courses for children and young people in all countries of Europe where they are present. The claim 'It's all about the Future' unites all the communication which is subdivided into 3 distinct targets: 2 to 5, 6 to 12 and 13 to 17 years old. To better achieve each target, the campaign was developed with 3 different headlines, 3 distinct colour combinations and 3 sets of representative photographs of each target.