The Big Plus - Advertising Beyond Words

David Watson

This paper describes how an advertising campaign encouraged thousands of people to call The Big Plus helpline and helped reduce the stigma associated with adult literacy and numeracy difficulties.
Agency: The BridgeAuthor: David Watson

The Big Plus - Advertising Beyond Words

How The Big Plus helped overcome stigma and improve thousands of people's lives.

INTRODUCTION

In 1996, the International Adult Literacy and Numeracy survey identified that 23% of the UK adult population appeared to have very low literacy and numeracy skills. This equates to approximately 800,000 adults in Scotland. In certain socially excluded communities, this rises to 1 in 3 of the adult population.

Improving literacy and numeracy skills is vital for citizens of Scotland to lead fulfilling lives – it will have an impact on...

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