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 form 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 - Adult Literacy ~ BBC Education: 'Ignore it. It'll go away; Number: 1996/113; Brand: BBC Education - Adult Literacy; Client: BBC Education; Product Category: Education (Adult Education inc. training courses) ; Government Departments (Public service information campaigns); Agency: Bartle Bogle Hegarty; Author: Christopher Zelley-Beattie; Prize Winners: Bronze; Direct Response (Adworks ref: Advertising Works 9)