LITERACY SAVES LIVES

Background:            

    

In the UK, an estimated 5.1 million adults survive with only functional literacy.

Challenge:               

                                

Create a campaign to encourage those with below-average literacy skills to improve their reading and writing.

Audience:                 

                          

Men aged 20-26

Insight:                     

                      

1) Young men are disengaged  from Adult Education. 

2) Illiteracy limits independence. 

3) Needs to be different from School Education. 

4) Illiteracy is stigmatised and not discussed as openly as being bad at maths or sport. 

Idea:                          

It is easy to become reliant on technology for spell checking, but for people with functional illiteracy, autocorrect often masks much deeper issues.

 

The campaign highlights the pitfalls within an autocorrect-reliant society, focusing on spelling and grammatical errors that would go undetected by autocorrect and could, hypothetically, have a very different outcome to what was originally intended. Thus, the campaign proves that personal   literacy skills are as important as ever in an increasingly automated and digital world.

BEAR MATS

Beer mats were designed to deliver the campaign, as they are small enough to be taken away and re-visited at a later date. 

 

The social aspect of pubs and bars also serves to initiate a conversation and get people talking more openly about their struggles with literacy.