The Brief
Almost 50% of Tasmanians have trouble with basic literacy and numeracy skills required in everyday life.
26TEN is a network of organisations and individuals working together to improve adult literacy and numeracy in Tasmania.
26TEN wanted to support the launch of their 26TEN Chat framework, which aimed to ‘support people to support others’. 26TEN had a range of resources and people available to talk to and educate Tasmanians who have problems with reading, writing and maths.
The Approach
With respect to the existing campaign collateral used by 26TEN, we designed a creative campaign based around the concept of the iconic ‘view-master’ toy, which was used as a device to walk through the steps of ‘having a 26TEN Chat’, consisting of:
This creative concept was used to develop a suite of promotional materials, included printed and digital marketing collateral to support the launch of the 26TEN Chat Framework.
We developed a new website to host resources for the 26TEN Chat Framework, creating a central location online for Tasmanians struggling with literacy and numeracy to access resources, as well as to encourage people to look for the signs to help others – central to the concept of having a ‘26TEN Chat’. The website was developed with special care to ensure maximum accessibility to any potential site visitor, including an easy-to-find ‘dyslexic font’ which ensured even those Tasmanians whom had trouble with literacy would still be able to use the website.
The Results
The 26TEN Chat Framework was well received by the public, who praised the easy accessibility provided by the implementation of the 26TEN Chat both online and through printed collateral. The 26TEN chat has offered a way to reduce the stigma around offering practical help for literacy and numeracy in Tasmania – with many stories from the public on how they have referred friends, family and colleagues to the online or offline resources as a way to improve their skills.
"Ben Lovitt successfully lead the at+m marketing team to develop a quality online, 26TEN Chat resource and suite of promotional materials, impressing us with his fresh, creative approach to the briefing. It was clear from the start that we were valued as a client of at+m marketing because of how well we were treated. Ben’s energy, optimistic approach and obvious dedication to the project showed us that he was just as passionate about helping Tasmanians improve their literacy and numeracy as we are!
"His consistent communication throughout the project, his patience and expertise meant we not only ended up with great products, but also really enjoyed the development process. We came to respect Ben’s expertise and strategic approach to decision making. We were always given prompt responses to queries, detailed information where it was needed and the reasoning behind every decision.
"I would most certainly work with Ben and at+m marketing again if the opportunity arose."
"I thank the members of the 26TEN community for their fantastic contribution to this innovative resource that is already attracting interest from interstate."