Alfatelefon - "Letter"

Grey Germany GmbH

Grey Germany GmbH Düsseldorf, Germany

Awards

2780

Brand: Alfatelefon
Country: Germany

Advertiser: Bundesverband Alphabetisierung e.V.

Title	Letter
Agency	Grey Germany GmbH
Campaign	Illiterates - Alfatelefon
Advertiser	Bundesverband Alphabetisierung e.V.
Brand	Alfatelefon
Date of First Broadcast/Publication	1998 / 1
Product	Organisation to help against illiteracy
Product (original language)	Organisation gegen Analphabetismus
Business Sector	Institutional/Public Interest/Non-Profit Org.
Tagline	Don´t write yourself off. Learn how to read and to write.
Story	The campaign shows several people, who seemingly live normal lives. They are all of a sudden confronted with situations that are difficult for them - difficult, because they are unable to read or write. For example, a man is unable to read an important safety notice at work; a woman is unable to read a love letter sent by her new admirer. A woman cannot react to the proposal of marriage of her lover, because she can simply not read it. A father cannot read her daughter´s poem to her, so she finds out his illiteracy. The very emotional campaign dramatises such situations and in so doing confronts the affected people, as well as the wider general public. It offers them a solutions: The alfa telephone, which helps you to find a reading and writing course near to your home.
Philosophy	Grey created a communication offensive using film, radio and print in co-operation with the Bundesverband Alphabetisierung e.V.. Only a small number of affected people know that there exists such an institution called Alpha-Telephone. The offensive shall announce the Alpha-Telephone as first aid for affected persons and to establish this institution in the conscience of the public. All commercials are very emotional and have an open-minded approach. No questions "why" are asked, just help is offered. It tries to activate and further encourage self-help. The campaign sensitises the public appeals to responsible persons and to rouse them to action. The campaign touches people and motivates them in to doing something, whether they be affected people themselves, helping hands, organisations, the public, donators or anybody with a heart. The nomber of callers has grown from 4 to 70 per day.
Problem	In 1998, the alphabetisation campaign started in Germany. Primarily the challenge was to convince the illiterate people, or the people close to them and who are aware of their problem, to let themselves be helped. Secondly, to make the German public aware of the problem. Afterall more than 4 Mio. people are unable to read or write in Germany. The Bundesverband Alphabetisierung e.V. provides the opportunity for callers to ask for addresses of adult reading and writing learning courses.
Media Type	Television
Length	30 seconds
Market	United States, Germany
Executive Creative Director	Renate Günther-Greene
Director	Claude Mougin
Production Company Producer	Claude Mougin
Production Company	E&P Commercial