Get not Out Of Your Life Changing Attitudes & Behavior About Literacy & Lifelong Learning

1. Get not Out Of Your LifeChanging Attitudes & Behavior AboutLiteracy & 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

2. Get notOut Of Your Life Objectives • Reach those missing out on being qualified for 21st Century jobs. • Improve attitudes and behaviors about the value of literacy, education & skills training to achieve prosperity. • Increase use and awareness of literacy, education and career & technical training the 12-county All American Gateway Region. • Increase use www.CFNC.org planning tools and a Literacy and Lifelong Learning Website (as in www.triadworks.org/literacy) • Provide first-rate tools for 1) economic development, 2) workforce development, 3) business, 4) education, 5) literacy, 6) government, and 7) donor organizations. • Brand the All American Gateway Region as the leader in a literate, qualified, motivated workforce.

3. Get notOut Of Your LifeTarget Audiences • Displaced adult workers from legacy industries that did not require strong literacy & education – agriculture, tobacco, textiles and furniture manufacturing • Adolescents and young adults 13- to 24-years-old off-track or dropped out, particularly from working poor families • Non-English speakers: emphasis on Spanish speakers in low-wage, low-skill jobs whose children are US-born • 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”

4. Get notOut 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

5. 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.)

6. Endangered Eddie and Ellen I want some security • 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%) “Who would hire me?” “Where do I go from here?

7. Desperate Destiny and Dario I want some power • 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 don’t need a plan, I just need a job”

12. Get not Out Of Your LifePrinciples • 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

13. Get not Out Of Your LifePrinciples • 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.)

14. Creative Strategy Endangered Eddie and Ellen want security Desperate Dario and Destiny want power Target Insight We’re not selling training or education, We’re selling control and confidence Brand Promise 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 Creative Brief

15. Help Them Find The Power of Getting not Out Of Your Life.

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27. How You Can Use Get not Out Of Your Life Available at: www.notcampaign.trone.com User Name: notcampaign Password: L3nc2009!

28. 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

29. Get notOut 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