Tasmania has the lowest recorded levels of literacy of all Australian states: in 2006 49% of adult Tasmanians lacked the basic skills needed to use information from newspapers, magazines, books and brochures. Our task was to develop a brand that speaks to all Tasmanians; raises understanding of the issue; and ultimately inspires and brings about action.

After large amounts of research and testing, we created a brand that we knew would resonate with our audience. It was called 26TEN. This was a play on the fact that literacy and numeracy comes down to a basic understanding of just 26 letters and 10 numbers. Television and radio were the key delivery channels along with an inspiring set of videos depicting real life stories of literacy achievements.