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Checkout Cymraeg

Welsh Government: Checkout Cymraeg

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.

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Objectives
  • 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.

What we did
  • 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.

Results
  • 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.

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