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
Objectives
1. 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 lowwage, 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 Life
Input




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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
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”
“Who would hire me?”
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%)
“Where do I go from here?
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
“It’s me against the world”
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%)
“I don’t need a plan,
I just need a job”
Telmar Correspondence
Endangered Eddie & Ellen
Activities
Billiards/pool
Home delivery - Pizza Hut
Heavy Burger King User
Go to bars/night clubs
Home delivery - Domino's Pizza
Home delivery - Papa John's
Karaoke - 2+ times a w eek
Shopped at convenience store 15+ times in past month
Birdw atching - Once a w eek
Painting, draw ing - 2+ times a w eek
Play cards - 2+ times a w eek
Endangered Eddie & Ellen
Baking
Entertain friends or relatives at home
Heavy McDonald's User
Heavy Taco Bell User
Attended a movie in the last 6 months
Active Columns
Source: MRI 2008 & 2009 DOUBLEBASE STUDY
Word games
Attend country music performances Word games - 2+ times a w eek
Video games - 2+ times a w eek
Play trivia games - 2+ times a w eek
Electronic games (not TV) - Once a w eek
Photography - 2-3 times a month
Endangered Ellen
Endangered Eddie
Active Row s
Telmar Correspondence
Desperate Destiny & Dario
Activities
Date three times or more a w eek
Home delivery - Pizza
Billiards/pool
Date once a w eek
Desperate Dario
Desperate Destiny
Heavy - Burger King user
Currently belong to health club/gym/exercise group
Heavy - McDonald's user
Heavy Taco Bell user
Crossw ord puzzles/w ord games
Cruise around in a car for fun
Go to coffee shop
Home delivery - Pizza Hut
Chess
Go dancing
Attended a movie in last 6 months
Collecting - comic books
Attend music concerts/performances
Board games/cards
Go to beach
Attend sporting events
Baking/cooking
Babysitting
Did volunteer w ork in the last 12 months
Desperate Destiny & Dario
Attend dance performances
Attend auto show s
Currently belong to a religious group
Collecting - coins
Collecting - figurines
Electric trains
Active Columns
Source: MRI 2008 & 2009 TEENMARK STUDY
Active Row s
Collecting - stamps
Home delivery - Papa John's
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
Target
Insight
Endangered Eddie and Ellen want security
Brand
Promise
We’re not selling training or education,
Creative
Brief
Desperate Dario and Destiny want power
We’re selling control and confidence
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
Help Them Find The Power of
Getting
not
Out Of Your Life.
Get not Out Of Your Life.
Get not Out Of Your Life
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Get not Out Of Your Life
Get not Out Of Your Life
Get not Out Of Your Life
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Get not Out Of Your Life
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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 Life
Next Steps, Linkages, Sustainability
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Distribute campaign materials to all partners
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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
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Explore funding from local philanthropic partners
committed to education and economic development