Adult Literacy: BBC Education - IPA Effectiveness Awards Case Study 1996

Brief Description: Adult literacy campaign aiming to encourage parents with difficulties to apply for a learning pack. Campaign especially wanted to prevent literacy difficulties being passed on to the children. Using 3 executions with a freephone number the response was over 8 times the expectation, outperforming any other BBC Education campaign. Greater than average response came from area more likely to experience poor literacy based on postcodes form reply-paid cards returned. Paper estimates the likely cost-effectiveness of such a campaign. Demand meant many more packes than expected had to be produced. Bronze prize winner ;---(TAGS)--- Full Title: BBC Education: 'Ignore it. it'll go away' ; Number: 1996/113 ; Brand Name: BBC Education - Adult Literacy ; Client: Bbc Education ; IPA_ProductCoding: Education (Adult education inc. training courses) ; Government Departments (Public service information campaigns) ; Agency: BBH ; Author: Christopher Zelley-Beattie ;