ERIC Number: ED405472
Record Type: Non-Journal
Publication Date: 1996-Jul
Reference Count: N/A
The Impact of ABC Canada's LEARN Campaign. Results of a National Research Study.
An impact study was conducted of ABC CANADA's LEARN campaign, a national media effort aimed at linking potential literacy learners with literacy groups. Two questionnaires were administered to 94 literacy groups, with 3,557 respondents. Findings included the following: (1) 70 percent of calls to literacy groups were from adult learners aged 16-44; (2) more calls were received from men in rural areas and from women in urban areas; (3) 77 percent of callers were native English speakers; (4) 80 percent of callers had not completed high school, compared with 38 percent of the general population; (5) about equal numbers of learners were seeking elementary-level literacy classes and high-school level classes; (6) 44 percent of all calls to literacy organizations were associated with the LEARN campaign; and (7) 95 percent of potential learners who saw a LEARN advertisement said it helped them decide to call. The study showed conclusively that the LEARN campaign is having a profound impact on potential literacy learners and on literacy groups in every part of Canada. (This report includes 5 tables and 24 figures; 9 appendixes include detailed information on the LEARN campaign, the participating organizations, the surveys, and the impacts on various groups.) (KC)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: National Literacy Secretariat, Ottawa (Ontario).
Authoring Institution: ABC Canada, Toronto (Ontario).
Identifiers - Location: Canada