Brand challenge

Getting adults in the West Midlandscomfortable with learning numeracy

Raise awareness of free adult numeracy courses in the West Midlands, and remove the stigmas around attending.

The behavioural insight that influenced our thinking

A lack of numeracy skills can lead people to negative emotions: anxiety, stress, confusion and low confidence. However, the thought of going back to ‘school’ brings up painful memories, outweighing any motivation to act.

Brand memorability

Our strategy was to shift the focus from ‘learning maths’ to ‘getting comfortable with numbers’.

Therefore, the campaign was designed to help people feel comfortable with brushing up on their numeracy skills. The art direction, typography and copywriting all worked together to change the perception of what an adult learning environment is like. The campaign’s key visuals centred around brightly coloured numeracy sofas on which relatable learners sit comfortably.

This approach to creating awareness of adult numeracy learning is memorable because of its accessibility and positivity.

Business impact

The campaign launched in January 2024.

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