BBC Education - Ignore It. It'll go away

An advertising campaign featured on BBC television, 1995. The objective was to promote an adult literacy campaign (especially to prevent illiterate parents passing the problem on to their children), by persuading as many parents with literacy needs as possible to apply for a learning pack.
Agency: Bartle Bogle HegartyAuthor: Christopher Zelley-Beattie

BBC Education: Ignore it. It'll go away

BACKGROUND

The Scale of the Problem

In 1994, the Basic Skills Agency (BSA), whose mandate is to help increase overall levels of literacy in the British population, estimated that one in seven of the adult population of Britain, six million people, had difficulties with literacy skills, such as:

  • being able to read an address in Yellow Pages;
  • understanding a classified recruitment advertisement;
  • reading First Aid instructions.

Moreover, research in 1993 (Bynner & BSA), demonstrated that there was...

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