One in five adults in Scotland has difficulties with reading, writing or numbers, which can have a devastating effect on their lives. This paper shows how sensitive customer insights informed development of 'The Big Plus' adult literacy and numeracy campaign. These insights were used to develop all aspects of communication, including the television and radio commercials as well as the fulfillment materials that acted as a bridge between initial engagement and participation. The campaign reduced stigma, generated over 17,600 responses and had an economic benefit to the Scottish economy as a whole. But the biggest plus comes through in the words of one of the learners: "I'm now the person I should have been."