The Big Plus - Advertising Beyond Words

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...