Major new TV literacy campaign launched
24 September 2007
The advertisements profile three individuals who have overcome their difficulties with reading, writing and working with numbers and are intended to encourage people with literacy difficulties to make contact with service providers by ringing the National Adult Literacy Agency (NALA) freephone support line.
According to the last international survey about half a million Irish adults have problems with basic reading, writing and maths.
The three 30-second TV ads were officially launched at the opening event of National Adult Literacy Awareness Week, by Mr Sean Haughey, Minister of State with special responsibility for lifelong learning at the National Library of Ireland, Kildare Street, Dublin. The awareness campaign has been developed and funded by An Post, in association with the National Adult Literacy Agency. The campaign will air on RTE, TV3, Sky, E4 and the Living channel as well as in cinemas.
Mr John Stewart, National Adult Literacy Coordinator, said, ‘While there are currently 40,000 people taking part in adult literacy courses in VECs around the country, there are still many people who are living with a literacy difficulty.
In the last OECD survey it was found that one in four Irish adults have problems with everyday literacy tasks such as reading instructions on a bottle of aspirin. Most adults with low literacy skills can read something but find it hard to understand official forms and instructions. Some will have left school confident about their reading and numeracy skills but find that changes in their workplace and everyday life make their skills inadequate.
We welcome An Post’s commitment to the issue of literacy in Ireland and congratulate them on producing this TV campaign. We have no doubt that it will encourage people throughout Ireland to make contact with local literacy services.’
An Post Chief Executive, Donal Connell explained that before embarking on the development of the advertising campaign An Post had invested significant resources in determining how the company might add value to the good work already being done by so many service providers.
"From our engagement with practitioners and students over a period of time, the need for a national initiative to facilitate public awareness, understanding and encouragement became obvious. We worked closely with NALA in developing the campaign concepts, he said.
"The ads focus on the benefits of returning to further education, as well as demonstrating that this issue is not confined to any particular demographic segment.
We in An Post view this as a very important issue for this country, one which impinges on the quality of life of our customers and has the power to help them fulfil their true potential. Equally, it is critical for the future development of our society and our economy. As a company who is at the heart of Irish life, commercially and socially, we want to play our part, by providing long-term support in a meaningful context," he concluded.
National Adult Literacy Awareness Week 2007 focuses on the ‘benefits of learning’
‘The benefits of learning’ is the theme for National Adult Literacy Awareness Week 2007 (NALAW), which takes place around the country all this week, (September 24th - 28th). Ms Kerry Lawless, Research Manager, NALA said, ‘We know, from our work in the area, that people can feel very hesitant about returning to education. They may not have liked school or may have been made to feel inadequate because they had difficulties with reading, writing or maths.
However, this does not have to be the case. Adult learning is a very different experience to school. Adult learning is all about addressing the needs of the learner, working at a pace that suits them and mapping out a learning path that fits in with their life and interests. The important thing to remember is that it is never too late to return to learning and the benefits are well worth it.’
All over Ireland, lots of people are returning to learning and improving their reading, writing and maths. They are people who want to catch up on what they missed at school, parents who want to help children with their homework and those who would simply like to write a letter home. Whatever the reason for going back to learning, the benefits are always the same. Not only do people improve their old skills, but they also gain the confidence to learn new ones.
The aim of NALAW is to inform individuals about the benefits of improving their literacy and to encourage them to return to learning. Throughout the week members of the general public can drop into local Adult Literacy Centres nationwide to find out more about the learning services that are available to them.
Anyone who would like to find out more information can ring the NALA freephone 1800 20 20 65 and arrange a meeting with their local Adult Literacy Organiser, who will listen to what their aims are and who will also assess their level of literacy.
Background information:
The National Adult Literacy Agency:
The National Adult Literacy Agency is an independent membership organization, concerned with developing policy, advocacy, research and offering advisory services in adult literacy work in Ireland. NALA was established in 1980 and has campaigned since then for the recognition of, and response to, the adult literacy issue in Ireland.
An Post:
An Post is a major commercial organisation providing a wide range of services encompassing postal, communications, financial and retail facilities. It is one of Ireland’s largest companies directly employing over 9,500 people across the state. An Post handles more than three million items of mail each day, using a road fleet of 3,000 vehicles to ensure daily mail deliveries to 1.6 million business and residential addresses. The company also operates an unrivalled national network of 1,300 Post Offices.
TV advertisements:
The three 30-second advertisements were developed and created by Javelin, in consultation with NALA and An Post and shot by Red Rage Films at various locations in Dublin.
