Return-Path: <nifl-family@literacy.nifl.gov> Received: from literacy (localhost [127.0.0.1]) by literacy.nifl.gov (8.10.2/8.10.2) with SMTP id h7SLgO719360; Thu, 28 Aug 2003 17:42:24 -0400 (EDT) Date: Thu, 28 Aug 2003 17:42:24 -0400 (EDT) Message-Id: <006101c36dac$a341d930$a4881a0a@famlit.net> Errors-To: listowner@literacy.nifl.gov Reply-To: nifl-family@literacy.nifl.gov Originator: nifl-family@literacy.nifl.gov Sender: nifl-family@literacy.nifl.gov Precedence: bulk From: "Ginger Wilding" <gwilding@famlit.org> To: Multiple recipients of list <nifl-family@literacy.nifl.gov> Subject: [NIFL-FAMILY:1648] PSA Campaign for Family Literacy X-Listprocessor-Version: 6.0c -- ListProcessor by Anastasios Kotsikonas X-Mailer: Microsoft Outlook, Build 10.0.3416 Content-Transfer-Encoding: 7bit Content-Type: text/plain; Status: O Content-Length: 4441 Lines: 86 In response to any concerned NIFL Listserv recipient, the National Center for Family Literacy (NCFL) wishes to clarify the intentions and goals of the PSA campaign for family literacy. We appreciate your interest. The Public Service advertising (PSA) campaign for family literacy is sponsored by NCFL and the Ad Council. The campaign launched in July 2002 and is funded by the John S. and James L. Knight Foundation and created by J. Walter Thompson advertising in New York City. The campaign consists of TV (Spanish and English language), radio (Spanish and English language), newspaper (English only), and web-based ads. The primary target audience is adults with low literacy skills. We target this audience primarily through the use of the TV and radio ads. NCFL launched this campaign with the goal of motivating parents with low literacy skills to call NCFL's Family Literacy InfoLine to get more information about literacy programs and enrolling in their communities. Each phone call that comes into NCFL's InfoLine is handled personally with great care. Any phone message that is posted overnight is answered promptly by NCFL Outreach staff the following morning. Our goal is to connect adults with your literacy programs within your own communities. Additionally, NCFL's Family Literacy Program Directory, funded by Verizon, is readily accessible via our website. Anyone who logs on to www.famlit.org can locate a family literacy program anywhere in the country. If you know of a program that may not be included within NCFL's Family Literacy Program Directory, please contact us and we will add your program. Without question, we want parents to know that education is the key to breaking the cycle of low literacy and poverty. The secondary audience includes potential supporters, volunteers, influencers, and others who care about the effects of low literacy on our nation. We target this group primarily through the newspaper ads and web banners. As Ms. Beaman-Jones has indicated, NCFL, the Ad Council and J. Walter Thompson tested this and other proposed campaigns with great care and attention regarding the needs of our target audience. We tested the creative material in St. Louis, Atlanta, and Washington, D.C. with carefully-chosen members of our target audience. It is important to note that a qualitative research firm conducted one-on-one research with both Spanish and English-speaking members of our target audience. These male and female participants were not members of any adult education program or service. Researchers identified, screened and recruited potential participants by phone who would then agree to review our creative materials. The team recruited individuals who met certain educational, economic, and other demographic criteria. We wanted to discover what might motivate these adults to seek help from literacy programs. We reviewed and tested several concepts - following an intensive team review of a larger set of ideas. The concepts selected for final development were in fact indicated as overwhelmingly most effective in reaching adults with low literacy and education. NCFL is pleased to share that these ads are successfully reaching at least a portion of our target audience. NCFL receives many calls each day from individuals throughout the country who are seeking help for themselves and their children. Though we may not ever reach everyone with our messages, we believe the campaign is worthwhile and making a difference. Additionally, the media community has been generous in donating time and space to these PSAs. To date, we have received more than $18 million in donated media from nearly every media market throughout the country. We are especially pleased that the New York Times has made a commitment to support our newspaper ads through the remainder of 2003. Each full-page ad has generated a great deal of support from concerned people who care about the literacy issue and want to do something to help within their own communities. We are excited about proceeding with Phase II of our campaign, which will include new TV and radio ads to be released in the first portion of 2004. Ginger Wilding Public Relations Specialist/Project Manager National Center for Family Literacy 325 West Main Street, Suite 300 Louisville, KY 40202-4237 Ph: 502/584-1133 ext.147 Fax: 502/584-0172 Email: gwilding@famlit.org Web: http://www.famlit.org
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