Atlantic Ministers of Education and Training Launch
Literacy: It means more than you think Campaign

Improving quality of life by increasing literacy and essential skills is the goal of a new Atlantic awareness campaign launched by the Council of Atlantic Ministers of Education and Training (CAMET). Ministers announced the joint initiative in their respective provinces by presenting the campaign's French and English TV ads, which begin airing today on stations across the Atlantic region.

The campaign slogan, Literacy: It means more than you think underlines the fact that literacy encompasses much more than reading, writing, and numeracy. It affects every aspect of an individual's daily life, whether as a learner, employer, worker, or parent. The objective of the campaign is to increase awareness amongst Atlantic Canadians regarding the links between literacy levels and quality of life, health, the economy, and employment. It will further challenge more Atlantic Canadians to improve their essential skills by making literacy everyone's business.

"Literacy and essential skills are the foundation for lifelong learning and play an integral role in the development of healthy families and communities, a more vibrant, efficient workforce, and a stronger economy in New Brunswick and across the Atlantic region," said Martine Coulombe, Minister of Post-Secondary Education, Training and Labour. "Our government is committed to actively promoting literacy and today's launch of this exciting, new regional campaign affirms this commitment."

"Strong literacy skills instill confidence and empower Newfoundlanders and Labradorians with the tools they need to participate fully in both society and the workplace, from conducting on-line banking to helping children with their homework," said Darin King, Minister of Education. "I am proud of the excellence of our adult literacy programs and services, and I am pleased to collaborate with our Atlantic partners in promoting improved literacy levels as an essential component in building a better future."

In addition to highlighting the links between literacy levels and personal and professional development, the campaign reinforces the fact that in today's knowledge-based society, literacy is vital to the Atlantic region's economic progress. Studies such as the most recent International Adult Literacy and Skills Survey (IALSS) indicate that more than half of Atlantic Canadians have literacy and numeracy levels below the minimum skills levels needed for coping with the demands of everyday work and life.

"Improving literacy and essential skills is key to making life better for Nova Scotians," said Marilyn More, Minister of Labour and Workforce Development. "The Literacy: It means more than you think campaign reinforces this message. We hope it will inspire Atlantic Canadians to embrace lifelong learning and encourage them to find the many programs and opportunities in the region to improve essential skills."

"The Literacy: It means more than you think campaign exemplifies the commitment Atlantic ministers made to work together to promote the social and economic benefits of literacy throughout the region," said Allan Campbell, Minister of Innovation and Advanced Learning. "Prince Edward Island is committed to engaging learners, employers, and stakeholders in advancing literacy awareness. I look forward to continued collaboration with our Atlantic counterparts to strengthen literacy levels throughout the region."

Literacy was identified as a priority with the signing of the Resolution Concerning Literacy by premiers at the January 2008 Meeting of Atlantic Cabinets. In response to the premiers' resolution, on September 25, 2009, Atlantic ministers of education and training released Literacy: Key to Learning and Path to Prosperity-an Action Plan for Atlantic Canada 2009-2014 . The regional literacy action plan outlines joint strategies ministers will undertake to promote literacy and improve literacy levels throughout the region. A component of the ministers' plan is the development of an Atlantic literacy awareness campaign.

The Atlantic literacy campaign, Literacy: It means more than you think will be implemented over four years, and is divided into two phases. Phase One of the campaign, delivered through the four French and four English TV ads, will inform Atlantic Canadians regarding the importance of strong literacy and essential skills. Phase Two of the campaign will mobilize partnerships with stakeholders and employers, and encourage adult learners to participate in adult learning programs.

For further information on the Literacy: It means more than you think campaign and to view the TV ads, please visit the CAMET website at www.camet-camef.ca. 

Additional information regarding provincial adult learning programs and services is available on the four provincial government websites.

CAMET is an agency of the Council of Atlantic Premiers (CAP), and its purpose is to enhance cooperation in public (Entry—12) and post-secondary education in Atlantic Canada by working together to improve learning, optimize efficiencies and bring added value to provincial initiatives.

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2010 11 01                                                   11:40 a.m.