Adult literacy campaign aiming to encourage parents with difficulties to apply for a learning pack. Campaign especially wanted to prevent literacy difficulties being passed on to the children. Using 3 executions with a freephone number the response was over 8 times the expectation, outperforming any other BBC Education campaign. Greater than average response came from area more likely to experience poor literacy based on postcodes form reply-paid cards returned. Paper estimates the likely cost-effectiveness of such a campaign. Demand meant many more packes than expected had to be produced. Bronze prize winner