Campaign Breakdown

Literacy skills

Agency: Consolidated Communications
Client: Learndirect
Timescale: January 2007 - ongoing
Budget: More than £100,000

The lowdown

Consolidated's brief was to encourage adults to seek help if their maths and English skills let them down, in order to drive people to the Learndirect hotline and website.

Why is Learndirect doing this now?

The Leitch review demonstrated the importance of improving skills in the UK. Learndirect contributes to the Government's Public Service Agreement targets for improving the basic skills of 2.25 million adults between 2001 and 2010.It also aims to reduce by at least 40 per cent the number of adults in the workforce who lack NVQ2 or equivalent between 2004 and 2010.

Who is being targeted by the campaign?

Initially, the campaign was aimed at parents with children aged between five and ten years. This was later broadened to include all parents.

The tactics

A children's book was developed, called Where Did The River Go?, to help parents identify their numeracy and literacy shortcomings. It was promoted using celebrity parents such as Eamonn Holmes and Ruth Langsford. Additional news and features collateral was created for the book launch, including research into family reading time. A celebrity book launch was held on a boat, with children, learners and media invited. An exclusive feature was secured in OK! magazine of the celebrity launch. Some 97 per cent of the coverage achieved was branded and 82 per cent hit the core audience.

Any potential pitfalls?

Consolidated associate director Anne Clark said one challenge was creating a message with which parents would identify: 'We didn't want to alienate people and the tone needed to be absolutely right, not condescending, but inclusive and understanding.'

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