Skills Development Scotland: The Big Plus

Story UK

THE TEAM

Dave Mullen, Rebecca McFarland, Sheryl Newsome, Christopher Keatinge, Sophie Good, Lesley Dick, Paul Murphy, Gail Gibson, Taylor Stewart, Graham Robb.

Other contributor:

Red Facilities - Recording studio.

WHAT IS WONDERFUL ABOUT THIS WORK?

As our audience has difficulty reading, we used radio to make poignant testimonial ads read by genuine learners. 36% of Scottish people had seen/heard the advertising, and of phone calls coded as being in direct response to advertising, 50% were attributed to the radio.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

The Big Plus, promoted by Skills Development Scotland, is Scotland's awareness campaign for adults with reading, writing or numeracy problems, aiming to encourage people to use the wide range of free tuition available. It also raises general awareness, which is important because people are often encouraged to seek help by friends or family. The distribution of literacy skills across Scotland's population mirrors that of poverty - and higher income, employment levels and stronger skills are linked. We targeted hot spots in 10 local authorities, identified by the government as areas of greatest need. The biggest barrier to seeking help is stigma, which often leads to people hiding or avoiding their issues. We needed to use people to whom our target audience could relate. We also highlighted tangible life differences such as career development or helping with family life. We used a celebratory tone to really highlight achievements. Radio was our key medium (50%), supported by a mix of media (press, outdoor, online) for friends and family who could read.

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?