Effective example of the 'Get Rid of Your Gremlins' campaign aimed at improving adult literacy and numeracy.

Faced with lower levels of adult literacy and numeracy in the UK than many neighbouring countries, in 2001 the Department of Education and Skills set a target of improving the situation for 2.25 million adults by 2010. The Central Office of Information was charged with raising public awareness of the help available and encouraging those affected to take action. The 'Get Rid of Your Gremlins' campaign was central to the agency's approach, with a marketing campaign built around several television commercials, posters, press advertisements and even Gremlin paper masks.

Emerging from the RAF in the 1920s, 'gremlins' were originally associated with malfunctioning machinery, and during WWII variations on such characters featured in a variety of propaganda posters to promote safety and vigilance. Here they play the part of inner demons, representing the fears and doubts that nag away and prevent us facing up to change. The campaign generated over 300,000 helpline calls by 2005, gaining widespread recognition, but it was ultimately felt that it fell short on its impetus to action, particularly with older audiences - while some parents complained that the gremlins themselves were frightening to young children.

TV filler. Part of the 'Get rid of your Gremlins' campaign promoting Basic
Skills classes for adult learners. A Gremlin persuades a young man not to
enrol for classes.