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 h7TEus709065; Fri, 29 Aug 2003 10:56:54 -0400 (EDT) Date: Fri, 29 Aug 2003 10:56:54 -0400 (EDT) Message-Id: <200308291459.h7TExdpc019824@monk.psnyc.com> 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: "M. Lukes" <mlukes@lacnyc.org> To: Multiple recipients of list <nifl-family@literacy.nifl.gov> Subject: [NIFL-FAMILY:1652] RE: PSA Campaign for Family Literacy X-Listprocessor-Version: 6.0c -- ListProcessor by Anastasios Kotsikonas Content-Transfer-Encoding: 8bit X-Mailer: WebMail (Hydra) SMTP v3.51 Content-Type: text/plain; charset="ISO-8859-1" Status: O Content-Length: 6808 Lines: 136 Dear Ginger, Thank you for clarifying the process that NCFL went through in developing the public awareness campaign. It is obvious that great care and effort went into the process, and that the results are impressive. My concern with your explanation of the campaign is that images that are effective in terms of marketing are not necessarily the images we want to propagate in our midst nor the stereotypes we want to promote. A good case in point are those completely sexualized beer ads that have a subtext that I need not write about here. The representations are extremely degrading to women, but they sell beer fine. Just because a particular image is an effective marketing tool to SELL something, and just because people will undoubtedly respond to it, does not mean it is an image that we should replicate or use. Consider the exploitation of women to sell cars, tobacco, beer, etc. Or the whole reinforcement of women's fears and societal pressures about how we are supposed to look that are used extremely effectively to sell make-up and clothes (and plastic surgery). But I guess that is the point. Marketing is exploitative and it plays on and reinforces stereotypes to create a demand for the product it is selling. I don't think we should fall into the same category. Which is the other reason we all agree that we shouldn't do those "Oh look at these poor uneducated sods" missionary literacy campaigns. If, on the other hand, we want to challenge stereotypes and play on people's hopes and strengths to do something positive, that is a different thing altogether. But if we are going to do that, it is a whole different kind of 'marketing' that does not follow the same rules as the kind that sells cars, shoes and beer. best, Marguerite >===== Original Message From nifl-family@nifl.gov ===== >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 Marguerite Lukes Director of Program Services Literacy Assistance Center 32 Broadway, 10th floor NY, NY 10004 ph: 212.803.3322 fax:212-785-3685 mlukes@lacnyc.org http://www.lacnyc.org --------------------- "We cannot seek achievement for ourselves and forget about progress and prosperity for our community...Our ambitions must be broad enough to include the aspirations and needs of others, for their sakes and our own." --- César E. Chávez
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