“Take the First Step” is Ireland’s campaign to support people who have difficulty with reading, writing, maths or technology to get the help they need. It is managed by the National Adult Literacy Agency (NALA) with support from SOLAS, the State Further Education and Training Authority and Education and Training Boards Ireland (ETBI). We worked with NALA to produce a series of videos that capture the testimonies of adult learners whose lives have been transformed through the Take the First Step programme.
What we did:
- Video and Photography Production
- Concept Development
CONCEPT DEVELOPMENT — We worked with NALA on developing a video concept that could be applied to all videos in the series. In each video, we interviewed an adult learner about their struggle with literacy, and how NALA helped them through the Take The First Step programme. We produced eight videos, featuring learners from the counties of Cavan, Carlow, Clare, Kilkenny, Tipperary, Waterford, Wexford and Wicklow. We filmed each learner in their own environment, showcasing how their new literacy skills had a positive and lasting affect on their personal and professional lives.
VIDEO PRODUCTION — To maximise reach and publishing opportunities we created multiple versions of each video, including shorter versions for specific social platforms. We also created regional variations that could be used to reach prospective learners at a local level, and could be shared on regional online channels and platforms.
IMPACT — The videos were successfully used by NALA to promote the “Take the First Step” programme offered by their learning centres around Ireland. The videos were distributed on various social, digital and news channels, with both native and paid distribution, generating positive local and national engagement. By communicating personal stories through video, new learners have been motivated to take that first step, and are now availing of NALA’s services to improve their own literacy skills.
