Why a literacy awareness campaign needs to engage youth

March 24, 2010

If you are putting together an literacy awareness campaign, whether it focuses on adult literacy or any other kind (numeracy, financial literacy, health literacy, technology literacy… you get the idea) it is important to engage youth in the process too. Why? Two reasons. First off, they are the adults of tomorrow. Secondly, we have seen trends where youth influence and educate adults on major shifts in thinking. Where adults get entrenched, youth and teens have open minds.

Let’s look at a couple of concrete examples.

1970s: The Metric System

Sarah Eaton literacy speaker keynote researcherIn the late 1970s metric was introduced to Canada. A major campaign was launched at all levels, including youth. I know this because I was a youngster growing up in Canada at the time. In school were given rulers, measuring cups and spoons to take home. I remember teaching my Mom how to use the new measuring spoons and cups. We looked at recipes together and figured out how to translate old measurements into new and vice versa. I wasn’t alone. My classmates were doing the same thing. The children of that era engaged their parents on what metric was and how it worked. Now metric is an integrated part of Canadian life.

1990s: Recycling

Sarah Eaton Calgary education literacy speaker keynote researcherIn the 1990s, a similar thing happened with the recycling movement, not only in Canada, but in the U.S.A. and various other countries, too. While the end objective was to get families and adults to recycle, the movement was actually led by the youth and teens who learned about it in school and took action. They educated their parents and other adults about the need for recycling.

Now that generation is now in their 20s, possibly approaching their 30s, and they have changed the way all of us think about our environment.

21st Century: Literacy

In the first half of the 21st century, literacy is our focus. We are reinventing our notions of literacy like never before in history. Any literacy Alphabet building blockscampaign that does not engage youth is incomplete. It is the youth who will lead the adults into new ways of thinking and acting. They will not only de-stigmatize literacy, they’ll make it “cool” to know about literacy and value it. And once it is “cool”, engagement levels will skyrocket. Literacy as a stigmatized issue will become a memory.

Literacy awareness campaigns, promotions and marketing should engage young people in as many ways as possible. It is they who will take new – or renewed – ideas and put energy into making them issues of importance. The youth will be agents of change when it comes to literacy in the 21st century, not us more mature folk.

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


Nigeria launches national literacy awareness campaign

March 22, 2010

Nigeria has invested big dollars in a nation-wide literacy awareness campaign. Just last week it was announced that the National Commission for Mass Literacy, Adult and Non-Formal Education in Nigeria is launching a massive, national literacy awareness campaign across that country’s 36 states and the Federal Capital Territory.

Their plan (and a good one, I think) is to launch a radio awareness campaign. Literacy awareness campaigns differ from traditional marketing because they need to focus less on printed brochures, advertisements and other word-based forms of promotion. A radio campaign is a brilliant idea.

The country has invested 96.5 Million Nigerian nairas to fund this campaign. If I’ve done my math right, this translates into approximately $650,000 Canadian dollars, which is about $643,000 USD. Critics are saying this isn’t enough of an investment. Others are applauding the initiative.

I count myself among the second group. This is a tremendous initiative. A national campaign such as this requires a tremendous amount of planning, organization and coordination. I will be watching with interest as this unfolds.

Read more in this recent news article.

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


Language and Literacy Teachers as Leaders

March 18, 2010

Language and literacy teachers and tutors are instructional leaders. Every day they act as role models for the students that they teach. They are a source of inspiration, motivation and encouragement. For the most part, they also lead by example. When a literacy tutor teaches a learner to read, write and learn the alphabet, it is because they have also learned it themselves and they are sharing what they themselves have learned. Many foreign language teachers have lived and taught abroad. They understand the difficulties in grasping a foreign grammar and new vocabulary, as well as culture shock and learning how to “be” in a new place.

Here are 5 tips for celebrating your role as a Language Leader:

1. Share stories with your learners.

Humans connect through stories and shared experiences. Tell your students about your own experience as a learner, or a story about someone you know. Think of a student you have who is struggling. Then go back into your memory banks and find an anecdotal story about you or someone else that may help your learner in some way – to provide relief, inspiration or hope. I advise changing the names of characters in your stories, to protect the innocent, of course. But it OK to share stories about former students who have overcome similar difficulties and succeeded. Connecting through stories is a powerful way to lead.

2. Share your own tips for success.

Students sometimes struggle to find strategies that will help them succeed. One way they figure out what will work for them is to get tips from those who have already done the same. As a teacher, you act as a leader when you share your tips that will help others succeed. For example, I had trouble learning to roll my “rr” when I was learning Spanish. I had previously studied French and my “r”s were too far back in my throat for Spanish. I struggled with the new sound of the trilled Spanish “rr”. My teacher gave me the tip of practicing it in the shower. (Seriously!) I practiced every day in the shower until I could do it.

As a teacher I passed that same tip on to my own students, telling that that practicing every day for just a few minutes is important. The method of doing it while doing something else that is pretty routine and does not require much “deep thinking”, also helps to decrease anxiety. It worked for me and my students tell me that it works for them too. They appreciated the tip! Every teacher has good learning tips. What are some of your personal success tips that you can share with your learners?

3. Show your humanity.

Adults have this thing about failure. Children are less self-conscious about it until they learn that it’s bad to make mistakes. Adult learners may have feelings of shame or stigma about what they don’t know. As a Language Leader you want to show your learners that it is not only OK to make mistakes and not know things, it is inevitable! What we don’t know creates a space for us to learn in. No one knows everything and we all have the capacity to learn. When you’re working with your learners find ways to take yourself down off whatever pedestal your learners may want to put you on and show them that you are just as human as you are.

4. Laugh with your learners.

Along with showing your humanity comes laughter. I tell my students about the time when I was giving a presentation as a young college-age student who was studying Spanish. I concluded my presentation, which was an anecdote about my experience studying abroad in Madrid with the line, “Y al final me quedé bien embarazada.” A few people in the class broke out into laugher and my teacher stifled her laughter. What I said was “I finished up good and pregnant”. What I meant to say was, “At the end of it all, I was really embarrassed.” Oops! Needless to say, there was no pregnancy involved, but there was embarrassment – both during the initial incident and during my class presentation. And I learned to say it properly in Spanish – “Me dio mucha vergüenza.”

I share that story with my students so they can see my humanity. We have a good laugh over it and hopefully, they learn from my mistake!

5. Encourage learners with a “can do” attitude.

Every now and again we all become discouraged. When this happens, it’s easy to say, “I can’t do it”. As a Language Leader, your job is to say, “Oh yes you can!” I tell my students that I am actually a very slow learner, which is true. I tell them about times I wanted to give up and didn’t. I tell them that by tapping into their own personal determination and perseverance, they will learn to read and write the way they want to. They will learn their verb conjugations. More importantly, they will empower themselves to gain new skills and experience the world in new ways – that their effort will be worth it.

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


CCL’s Interactive Prose Literacy Map for Canada

March 8, 2010

The Canadian Council on Learning (CCL) hosts this Interactive Prose Literacy Map

CCL’s Prose Literacy Map

that shows levels of prose literacy in communities across the country.

Using data from the 2006 Census and the 2003 International Adult Literacy and Life Skills Survey (IALLSS), this map shows which areas of the country have higher and lower prose literacy rates. According to IALLSS, literacy is may be ranked on a scale of 1 to 5. Level 1 literacy indicates very poor skills, while 5 indicates very high skills.

CCL states that the map is “is an innovative look at the prose literacy landscape across Canada’s cities, towns, communities and neighbourhoods. In the map prose literacy is represented in two ways; 1) by average adult prose literacy scores (on a scale of 0 – 500), or 2) by regions of lower literacy. The latter depicts the proportion of the population that scored at the OECD’s prose-literacy Level 2 or below.”

This is my pick for the “cool tool” of the week for literacy in Canada. Go check it out.

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


How to Market Your Language Program – Idea #3 – Set reasonable goals

March 7, 2010

Use the SMART approach to reach marketing goals for your language or literacy program:

Specific – For many language and literacy programs increasing enrollments is a general goal. Make it specific by knowing how many students you have had in the past 3-5 years. If you do not know how many students you had enrolled in your courses over the past year (or 2 or 5), now is the time to find out. This is the kind of information you want at your fingertips so that when you are conversing with colleagues and business associates, you can mention both your current enrollment and your plans to increase it. From there you can set a specific target for increasing your enrollments.

Measurable – A Generally a 10% to 20% growth rate per year is an attainable goal for increasing student enrollments, providing there are no market crashes or other circumstances outside your control that could affect this growth. So, if you currently had 200 students, you could set your goal to 220 or 240 students.

Attainable – If you set the bar too high, you won’t be able to reach your goal. I have found that many “higher ups” in educational institutions insist on goals that are not easily attainable. One university language program director told me that the institution’s V.P. had imposed a goal of 300% increase in ESL enrollments in one academic year, or the program would shut down. Setting this kind of goal sends people (especially program staff) off into a panic. You can set goals, high and still keep them attainable. They key is motivation. In order for goals to be reached, people must believe they can be reached. Your staff have to be motivated to reach the bar you set for them. Ask yourself if the goals you have set motivate your staff to try and reach them. If the answer is yes, your goal is attainable.

Realistic – A realistic goal is one you can reach within a given time frame. If there were currently 10 students registered in your program, it would be unlikely that you could raise that to 1000 students in one year. Generally, the smaller your program, the more capacity for growth you have. It would not be unreasonable to expect a 100% increase in enrollment in one year if your program had only 10 students. However, if you are already at 200+ students per year, you will need to set a realistic goal for growth through your marketing program.

Imagine saying to your colleague, “Last year, we had 150 students. Our strategic marketing plan includes a 10% growth rate. We are expecting to reach 165 students enrolled before the end of the year.” Doesn’t that sound good? Well, that could be you talking in your next business encounter, providing you have your figures straight. That 10-second elevator speech is powerful, clear and conveys strong leadership.

Timely – Set a time frame for figuring out your goals. This can be by calendar year, academic year, semester or month. The time frame itself is less important than your consistency in using it as a measuring tool. For educational programs, yearly goals are common.

For the first year, set modest goals for your marketing program. Let your entire administrative team and teaching staff know what the program’s goals are. An example might be, “Did you know that last year we had 200 students enrolled in our program? It is our goal to increase that number by 20% this year. We’re going for a total enrollment of 240 students and two extra classes. Ask us how you can help!”

This post is adapted from an excerpt from 101 Ways to Market Your Language Program

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.