1 / 22

Promoting Literacy and Numeracy: ALO Forum 2015

This campaign aims to promote the benefits of improving literacy and numeracy, remove the stigma of having difficulties, and let people know help is available. Tactics include a TV ad campaign, learner stories, leaflet campaign, and online advertising. Measurements include calls, referrals, media coverage, and attendance at events.

lulaa
Télécharger la présentation

Promoting Literacy and Numeracy: ALO Forum 2015

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Partners in Promotion and Awareness Raising Campaigns – ALO Forum 2015

  2. Our communications objectives: • To promote the benefits of improving literacy and numeracy. • To motivate the target audience to take up a learning opportunity. • To remove the stigma of having a literacy or numeracy difficulty. • To let people know literacy difficulties are not confined to any one group. • To act as a trigger to do something. • To let people know there is help available. • To reassure people that the service is free and confidential. • To raise awareness of services in local ETBs and other education providers. • To call / text NALA for information on literacy services.

  3. Our communications tactics: • ‘Take the first step’ national TV advertising campaign (sponsored by An Post) • Learner stories and media coverage about literacy • TV series (sponsored by BAI) • Leaflet campaign ‘Sometimes it’s the little things…’ • National Adult Literacy Awareness Week every September • Attendance at events like the National Ploughing Championships • Online advertising through Facebook

  4. How do we measure and evaluate work? • People taking up a learning opportunity • Referrals to ETBs and DLS • Calls to Freephone • Texts to Freetext • New visitors to website www.nala.ie/firststeps KPIs • Media coverage of learner stories/ testimonials • Online advertising, click through rate • Events attended and leaflets disseminated

  5. How does our Freephone work? • Person rings NALA (If they send a Freetext – three attempts are made to contact the person) • NALA provides the person with information about literacy services in Ireland (This first call is very important and confidential. NALA asks very few questions and always tries to put the caller at ease by answering the most commonly asked questions (will it be like school?, will there be exams?) • NALA provides referral details for local ETB and or DLS, and arranges to post an information pack to the person. Caller is asked if they would like a follow up call. • NALA makes a follow up call to the person after 2-3 months (to find out what they did or whether they would like more information)

  6. ‘Take the first step’ national TV advertising campaign (sponsored by An Post)

  7. The research and development of the advertising campaign Research • Adult literacy students • Literacy tutors • Adult literacy organisers • NALA • International campaigns Key objectives and messages: • Remove the stigma • Act as a trigger to do something • Let people know there is help available • Reassure people that the service is confidential.

  8. The advertising campaign influenced people to call the NALA freephone in a number of ways • They acted as a trigger to encourage people to make the call • Callers were relieved to know others had a similar problem • Callers were very happy to learn that help is available • Callers were relieved that the service was confidential “The ad said it’s never too late to learn so I said I’d give it a try” “The TV ad made me decide to make the call” “The ad was very good, it made me want to improve myself” “Had the number around and the TV ad reminded me to ring you” “The TV was good….it was the man in the train station, he had problems with numbers like me, so I decided to call’ ‘School did me more harm than good, but I saw the ad and it gave me courage to get help as an adult. “I just want to be able to help my kids.” “I am a care assistant and would love to become a nurse but could not study because my reading and spelling hold me back.” ‘It’s holding me back, I just feel so embarrassed if I have to write anything down when someone is standing in front of me’

  9. 2. Learner stories and media coverage on TV, Radio and Print

  10. 2. Local publicity

  11. 3. TV: Reach and Teach Read Write Now (2000 – 2004) • 290,000 people watched each episode • 20,000 workbooks posted to viewers • The Really Useful Guide to Words and Numbers (2006 – 2007)

  12. TV: Motivate people to return to education Written off? (2008 – 2009) • Fly on the wall documentary following 11 adults with literacy difficulties • 200,000 weekly viewers • Stuck for Words (2010) • A Story with Me in it (2011-2012) • The Family Project (2013-2014)

  13. 4. Leaflet campaign ‘Sometimes it’s the little things…’ Targeted leaflet campaign for unemployed people through key stakeholders, such as social welfare, unions and events.

  14. 5. National Adult Literacy Awareness Week (46 local adult literacy centres got bespoke posters from us) 6. Attendance at events

  15. 7. Online work – Facebook campaign (30,000 clicks, 500,000 people reached)

  16. Conclusion • Broad based awareness raising & promotion work – not just referral • Importance of quality information exchange between ALS and NALA regarding contact details • Expert support available to those who want it • Irish awareness raising work recognised and being copied at EU level

More Related