The Challenge.

The North East LSC region needed a bold, eye-catching campaign to promote free Skills For Life courses and drive response rates. After all, the region, which covers Tyne & Wear, Northumberland, County Durham and Tees Valley, also wanted a 5% share of national LearnDirect calls.

+ The Solution.

Our response was to construct several ludicrous scenarios hypothetically arising from misspelling. (Think of the old gag of the dyslexic going to a toga party dressed as a goat, then move it on some.) The campaign ran across buses, to raise awareness, a door drop of over 900,000 homes in the North East, as well as advertorials highlighting success stories, beer mats and posters. Posters and leaflets were also translated into 27 different languages for various ethnic minority communities.

= The Results.

Ironically, the results of our deliberately illiterate campaign make excellent reading: the region has seen its share of national LearnDirect calls double from 4.5% to 9% since March 2005.