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St Luke's unveils 4m [pounds sterling] adult education drive.(Brief Article)(Statistical Data Included)
The prime minister Tony Blair's pledge to improve adult literacy and numeracy is at the forefront of St Luke's 4 million [pounds sterling] campaign for COI Communications' Department for Education and Skills.
The new campaign for the DfES addresses the first pledge in this year's New Labour election manifesto. It will aim to appeal to adults with literacy and numeracy problems by removing any sense of personal fault, while encouraging them to act.
The campaign introduces gremlins -- played by actors in prosthetics and dressed in boiler suits -- to represent the embarrassment and frustration people feel over their poor basic skills.
In one spot, a woman is holding a magazine in her friend's kitchen, and is embarrassed when the friend asks her to read an article. As she searches desperately for a diversion, various gremlins pop out to laugh at her discomfort.
In ...
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