Get not Out Of Your Life

Changing Attitudes & Behavior About

Literacy & Lifelong Learning

This project was made possible with the assistance of the Piedmont Triad Partnership through a WIRED grant from the U.S. Department of Labor in collaboration with DCA, Inc. and Richards Associates

Get not Out Of Your Life Objectives1. Reach those missing out on being qualified for 21st Century

jobs.

2. Improve attitudes and behaviors about the value of literacy, education & skills training to achieve prosperity.

3. Increase use and awareness of literacy, education and career & technical training the 12-county All American Gateway Region.

4. Increase use www.CFNC.org planning tools and a Literacy and Lifelong Learning Website (as in www.triadworks.org/literacy)

5. Provide first-rate tools for 1) economic development, 2) workforce development, 3) business, 4) education, 5) literacy, 6) government, and 7) donor organizations.

6. Brand the All American Gateway Region as the leader in a literate, qualified, motivated workforce.

Get not Out Of Your Life Target Audiences

1. Displaced adult workers from legacy industries that did not require strong literacy & education – agriculture, tobacco, textiles and furniture manufacturing

2. Adolescents and young adults 13- to 24-years-old off-track or dropped out, particularly from working poor families

3. Non-English speakers: emphasis on Spanish speakers in low-wage, low-skill jobs whose children are US-born

4. Parents, grandparents and others who de-value education due to life experience where literacy and education were not needed to achieve prosperity – our “Dream Killers”

Get not Out Of Your LifeInput Engagement with leaders and front-line staff

of 130 Piedmont Triad organizations Survey of 6,000 working poor residents on

attitudes and media usage Advice from local communications

professionals from all sectors Input from other successful NC campaigns On-site interviews at JobLinks, employment

security offices, community colleges, youth organizations, businesses, high schools and literacy programs

Participating Organizaztions

Participating organizations include: Workforce Development Boards & JobLinks Grassroots literacy providers & adult basic education

programs Community Colleges & Four-year degree granting institutions School Districts County Departments of Social Services and Public Health Advertising or public relations agencies County or regional economic development corps & Chambers

of Commerce Employers United Ways Media outlets (newspapers, radio, television, etc.)

Endangered Eddie and Ellen

Head• Education is important for getting ahead in the world, but

I’ve lowered my expectations and don’t have the motivation• I’m skeptical about anything that “looks too good to be true”

Heart• I’ve lost my confidence… “who’s going to hire me now?”• I’m intimidated about going back to school or getting new

training… “I don’t know if I can learn something new” • I feel overwhelmed… “how do I start all over?”, “how long

will it take?”, “where do I even begin?”

Wallet• Job = money = security

Feet• I’m at a 6th grade reading level; I learn by seeing and doing,

not by reading• I have access to the internet at home (55%)• I watch TV two or more hours per weekday (65%)• I listen to the radio one or more hours per weekday (62%)

I want some security

“Who would hire me?”

“Where do I go from here?

Desperate Destiny and Dario

Head• I’ve lowered my expectations and convinced myself I don’t

need an education to succeed• I don’t need a plan, I just want a job

Heart• I’m intimidated about going back to school or getting new

training… “I wasn’t very good at school” • I feel overwhelmed… “how do I start all over?”, “how long

will it take?”, “where do I even begin?”• I feel alone, I don’t have anyone to talk to or to help me out

Wallet• Job = money = power

Feet• I’m at a 6th grade reading level; I learn by seeing and doing,

not by reading• I have access to the internet at home (55%)• I watch TV two or more hours per weekday (65%)• I listen to the radio one or more hours per weekday (62%)

“It’s me against the world”

I want some power

“I don’t need a plan,

I just need a job”

Endangered Eddie & Ellen Activities

Source: MRI 2008 & 2009 DOUBLEBASE STUDY

Active Columns Active Rows

Endangered Eddie & Ellen

Endangered Eddie Endangered Ellen

Baking

Go to bars/night clubs

Billiards/pool

Word games

Karaoke - 2+ times a week

Painting, drawing - 2+ times a week

Play cards - 2+ times a week

Word games - 2+ times a week

Play trivia games - 2+ times a week Video games - 2+ times a week

Birdwatching - Once a week

Electronic games (not TV) - Once a weekPhotography - 2-3 times a month

Attend country music performances -

Entertain friends or relatives at home

Attended a movie in the last 6 months

Shopped at convenience store 15+ times in past month

Home delivery - Papa John's

Home delivery - Domino's Pizza

Home delivery - Pizza Hut

Heavy Burger King User

Heavy Taco Bell User

Heavy McDonald's User

Telmar Correspondence

Desperate Destiny & DarioActivities

Source: MRI 2008 & 2009 TEENMARK STUDY

Active Columns Active Rows

Desperate Destiny & Dario

Desperate Dario Desperate Destiny

Collecting - comic books

Collecting - coins

Collecting - figurines

Collecting - stamps

Electric trains

Home delivery - Papa John's

Home delivery - Pizza Hut

Heavy - Burger King user

Heavy - McDonald's user

Heavy Taco Bell user

Attended a movie in last 6 months

Attend auto shows

Attend dance performances

Attend music concerts/performances

Attend sporting events Babysitting

Baking/cooking

Go to beach

Billiards/pool

Board games/cardsChess

Go to coffee shop

Crossword puzzles/word games Cruise around in a car for fun

Go dancing

Home delivery - Pizza

Currently belong to a religious group

Currently belong to health club/gym/exercise group

Date three times or more a week

Date once a week

Did volunteer work in the last 12 months

Telmar Correspondence

Get not Out Of Your Life

Principles

Simple and visual

Messages at 4th grade reading level

Tackle isolation, hopelessness and fear head-on

Help from professionals who care

Our Heroes: those who “walked in my shoes”

Opportunity lies in 21st Century jobs

Get not Out Of Your Life Principles

Audience-focused in English and Spanish Space for partners to feature their logo

and call to action

Low-cost/no-cost applications for partners’ communications vehicles & web-based social networking

Design of a paid media strategy (TV, radio, print, billboards, public transportation, etc.)

Creative Strategy

We must help: Eddie, Ellen, Dario & Destiny

To take the first step in taking control of their futures

By seeking help from local support systems

We’re not selling training or education,

We’re selling control and confidence

BrandPromise

CreativeBrief

TargetInsight

Endangered Eddie and Ellen want security

Desperate Dario and Destiny want power

Help Them Find The Power of

Gettingnot

Out Of Your Life.

Get not Out Of Your Life.

Get not Out Of Your Life

Get not Out Of Your Life.

Get not Out Of Your Life

Get not Out Of Your Life

Get not Out Of Your Life

Get not Out Of Your Life

Get not Out Of Your Life

Get not Out Of Your Life

Get not Out Of Your Life

Get not Out Of Your Life

How You Can Use Get not Out Of Your Life

Available at:

www.notcampaign.trone.com

User Name: notcampaign

Password: L3nc2009!

How You Can Use Get not Out Of Your Life

Useful in your existing vehicles: events and meetings speeches Brochures & newsletters Web sites and screen savers Advertising – print, billboards, radio & TV On-line in social marketing, blogs & video etc. Local and school-based cable access TV

Get not Out Of Your LifeNext Steps, Linkages, Sustainability

Distribute campaign materials to all partners

Build web-based applications to triage audiences to CFNC.org, TriadWorks.com and local literacy, education and CTE providers

Seek support from NC workforce, education and economic development agencies to endorse and underwrite communications needs

Explore funding from local philanthropic partners committed to education and economic development