LINC Tasmania


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.

26TEN Poster
26TEN Brochures

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.

26TEN effectively knocked down the barrier of ‘literacy’ in much the same way that Beyond Blue has surpassed the term mental health.

We also galvanised a broad bunch of stakeholders under a universal banner.

The brand and programs are now well known across all forms of government, community groups and private industries.

What we did

Choir signing in hall
Tasmanian Health Service
Poo. Poke. Post.
Screenshot from Anything Can Happen TVC
Department of Education Tasmania
Anything Can Happen
RSAC Enforcement
Road Safety Advisory Council
DHHS - Elder abuse is not okay
Department of Health and Human Services
Elder abuse is not okay