The government has launched a new advertising campaign aimed at increasing take-up of a range of basic skills initiatives.
The campaign, which will consist of TV, radio and press advertisements running throughout the autumn months from 5th September, will highlight the £1.5billion package of initiatives which form what the government terms a 'three year crusade' to improve literacy and numeracy.
Launching the campaign at Aston Villa Football Club in Birmingham yesterday, Education and Skills Secretary Estelle Morris said: "This government has made tackling the problem of adult basic skills one of its key pledges. We want 750,000 adults to improve their skills over the next 3 years".
Despite the government's research showing that up to 7 million adults in the UK have problems with reading, writing and numeracy, as yet, only 1,915 candidates have sat the pilot national basic skills tests so far, which are managed and administered by City and Guilds and OCR. The tests, which are designed to measure skills equivalent to GCSE grades, were passed by 1,251 candidates - actual pass rates varied between 55 and 70.5 per cent overall.
The adverts promote a free phone number - 08000 150 650, which callers can ring to receive a free information pack or speak to a learndirect advisor to enable them to get information on courses in their area. The free information pack contains a video, postcards with practical hints and tips to help in everyday situations, and a supporting leaflet.
