CREATIVE BRIEF - LITERACY CAMPAIGN

WHY ARE WE ADVERTISING?
To increase adult literacy in Austin.

WHO ARE WE TALKING WITH?
Austin adults with a GED or higher, involved in the community who either have, or plan on having, children and want to provide them with a better future.

WHAT DO THEY THINK?
If I am not an educator, there is nothing I can do.

WHAT DO WE WANT THEM TO THINK?
I don’t have to be an educator to reach out and help the lives of many children; I can educate adults so the effect will trickle down through more than the life of only one.

WHAT ARE OUR INSIGHTS?
Austin volunteers mentioned their return on investment for self. They want to feel good about themselves, and often ask “what is in it for me.” Increasing literacy rates lead to future entrepreneurs and new enterprises, which in turn leads to higher demand of employment.

SMIT
By educating current/potential parents, you are educating the future of hundreds, and thus, are indirectly contributing to better your future.

WHAT MIGHT OUR CREATIVE EXECUTION LOOK LIKE?
A family tree to show how many people you can positively affect by educating just one person. Show a volunteer teaching an adult to read, and then showing that adult teaching their children to read.

WHY SHOULD THEY BELIEVE IT?
It has been proven that reading to a young child has direct connection to their lifelong success. “Ninety-five percent of Americans consider early childhood literacy an important problem, but they do not know that reading to children between the ages of 3-5 has long-term consequences for a child's academic achievement and life-long success, according to a new survey released today. The poll shows that 73% percent of Americans wrongly believe that if children enter kindergarten unprepared, they will catch up in elementary school ”

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