Literacy for Life
November 12th, 2015
Theme: Mission: Made Possible
Compared to needs like food and shelter, many people struggle to see the necessity of literacy. The SLO Literacy Council needed to obtain community support and recognition to provide life-giving services to those in our county who cannot read or write English.
We learned this during our intake session bright and early on Thursday, November 12. The Verdin team kicked off the second 24-Hour Give by hearing about the SLO Literacy Council’s background, services, challenges and goals. The first and most exciting announcement was the Literacy Council’s mid-morning decision to change their name to Literacy for Life, reflecting how the gift of literacy touches all aspects of life. Throughout the day, Literacy for Life met with all Verdin departments to approve elements of the comprehensive rebrand – with breaks for food, fun and caffeine.
We developed a creative campaign that called attention to the effects of illiteracy that many people simply aren’t aware of. We asked readers and viewers to imagine that they couldn’t read a prescription label or a bedtime story to their child or fill out a job application. The consistent message communicated that literacy is more of a basic need than most people realize.
On Friday at 8am, the Verdin team presented Literacy for Life with their long-awaited new look. Along with their new name, Literacy for Life received a brand new logo and a collection of strategic marketing materials. A new website, literacyforlifeslo.org, was fully designed and launched. TV, radio and print ads were created and ran in 2016 thanks to media donations totaling more than $40,000. Finally, Literacy for Life was armed with in-depth strategies for marketing, media and social media for future implementation.
“In the time since the 24-Hour Give, the work our organization does hasn’t changed a bit… but what has changed is the number of people who know about us, support us, and maybe more importantly, who understand what we do.” – Bernadette Bernardi, Executive Director of Literacy for Life