Partners in Promotion and Awareness Raising Campaigns – ALO Forum 2015

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.

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

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

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)

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

The research and development of the advertising campaign 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.

They acted as a trigger to encourage people to make the call 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’

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

2. Local publicity

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)

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)

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.

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

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

2014 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total Calls 925 354 267 269 357 340 215 204 570 526 336 219 4372 Texts 502 26 22 10 11 14 12 63 44 9 948 2013   1187 440 381 310 469 247 217 538 414 311 196 5091 222 25 23 20 16 27 19 8 216 5 609 2012 1202 505 388 282 585 308 268 850 355 185 5669 226 102 49 188 73 41 242 34 39 1059 2011 1774 635 664 675 995 961 419 353 949 420 320 166 8481 150 2010 1212 316 251 245 687 529 325 1411 644 797 7541 498 2009 1,349 376 229 1,701 834 450 404 443 1,292 587 346 246 8,257 2008 2,432 235 142 198 1,078 754 192 163 1,502 439 8,477 2007 566 579 189 51 254 507 422 2,331 1,288 958 400 7,967 11597 3593 2583 3810 5474 4341 2486 2389 10071 6001 3869 2257 58471

5. Training events and ILD Increase visitors to website, subscribers to e-zine and likes, shares and comments on social media, attendance at event and referencing of our work 5. Training events and ILD 3. Bi-annual magazine with literacy news from Ireland and abroad 4. Facebook and Youtube updates 2. Monthly e-zines with teaching tips and updates 1. NALA website and tutors corner   2014 2013 Percentage change nala.ie 83,000 unique visitors 57,000 visitors 45% increase E-zine 3,400 subscribers 3,100 subscribers 10% increase Facebook 2,137 followers 1840 followers 16% increase Twitter 1,600 followers 1,300 followers 23% increase Literacy Matters 2 magazines issued 2 magazines issued Unchanged

Perception of Adult Literacy Base: All participants (N=1,097) Literacy 21% Numeracy 24% All Adults LIT NUM Gender Male 19% 21% Female 22% 25% Age 18-24 25-34 20% 35-44 24% 45+ Social class ABC1 23% C2DE Region Dublin ROL Munster Connacht / Ulster Almost 1 in 4 adults are believed to have low literacy and numeracy levels in Ireland. All adults across the spectrum encounter low literacy and numeracy. Q. Roughly what percentage of adults in Ireland do you think have low literacy levels, for example difficulty reading or understanding basic text, like information on a medicine packet? Q. Roughly what percentage of adults in Ireland do you think have problems with numeracy, for example difficulty doing basic maths like adding up a bill in a restaurant?

Awareness of Where to Turn for Help Base: All participants (N=1,097) Spontaneous Awareness (N=572) Over half (52%) of adults feel they would know where to turn to improve literacy. When unprompted, many talk about classes and community courses to improve literacy while 15% mentioned NALA specifically. Q. If an adult wanted to improve their literacy or numeracy skills, i.e. reading, writing, spelling or maths skills, do you know where could they get help?

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