Background
The Big Plus was launched in January 2004 to provide a central recognisable brand through which to offer help to the estimated 800,000 adults in Scotland with literacy and / or numeracy problems. A high profile above the line advertising campaign supported the launch - itself the result of careful research and planning. The campaign ran sporadically from 2004 - 2007, with the TV ads updated in mid 2006 to ensure as wide an audience was targeted as possible.
The main objective of the above the line campaign was to drive calls to a helpline through which callers can access information on local learning partnerships who deliver literacy and numeracy courses in their area. A fulfilment pack was also sent to all callers comprising a DVD and a simple letter with a note of the appropriate telephone number for the local learning centre.
The Brief
Progressive was commissioned to conduct research to understand how well The Big Plus, through its advertising campaign, was working towards achieving its objective of helping those with literacy and numeracy problems get into learning.
Our Research Approach
Progressive conducted telephone interviews with a sample of those who had called The Big Plus helpline as well as those who had approached the partnerships direct to determine:
- What their motivation was to get into learning
- What potential barriers there are
- How satisfied they were with the service
- What action they have taken since calling
- To what extent their skills have improved
- How they had become aware of The Big Plus
Overall 250 telephone interviews were conducted with The Big Plus callers and 82 telephone interviews were conducted with those who had got in contact with the partnerships direct.
The Output
Overall the results were positive about the service provided from both the helpline and the partnerships for those who went on to do literacy and/or numeracy learning. The main area for improvement identified was in terms of the hand-off process which allowed for potential learners to "fall-out" at various points. Recommendations were provided to the client to help plug existing gaps and ensure that the awareness and motivation provided by the campaign were backed up by a sound process to ensure people who needed help did get it.