Working Word was challenged by the Welsh Government’s Welsh for Adults centres to develop a communications strategy to increase the number of adults signing up for welsh language courses across Wales, from absolute beginners to those wanting to refresh their language skills.
Increase number of sign ups to Welsh for Adults courses at centres across Wales
Raise awareness of the services offered by the Welsh for Adults centres
Encourage people in Wales to use some Welsh in their everyday life
Capture contact details for the Welsh for Adults communications database.
Working Word developed the idea of ‘Checkout Cymraeg’ to target people going about their everyday lives in supermarkets across Wales
Encourage people in Wales to use a little Welsh during their supermarket shop
Organised a roadshow to supermarkets across Wales, engaging the support of Tesco, The Cooperative and ASDA, to provide a platform for the local Welsh for Adults centres to spread their message and speak to customers
Developed prompt cards to help stimulate basic conversation in welsh between the checkout operative and the customer.
During a four week period more than 1,605,219 people in Wales had the opportunity to read, see or hear about Checkout Cymraeg and the Welsh for Adults centres
More than 3,500 people signed-up to find out more about the Welsh for Adults services
Client spokespeople interviewed on all main broadcast outlets and coverage achieved across the whole of Wales, with a particular focus on areas where there is a Welsh for Adults centre
Coverage included BBC Radio Cymru, BBC Radio Wales, Real Radio, ITV Wales, Western Mail, Daily Post and regional newspapers.