West Midlands Combined Authority
Getting adults comfortable with learning numeracy

12.7 million
Impressions

Marketing Challenge

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

Behavioural Insight

A lack of numeracy skills can lead people to have 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.

Transformation

Our strategy shifts 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 adult learning environments. 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.

We activated a multi-channel approach to deliver the Multiply message across the funnel. Driving mass awareness of Multiply through high-reaching and audio channels. Then retargeting our core audience in one-to-one messaging environments across paid social. We ran a range of creatives throughout to ensure we avoided creative fatigue.