Secondly, literacy needs to be positioned as a socio-economic issue rather than a philanthropic, “gave at the office” issue.

4) Position the Issue as “Literacy and Lifelong Learning”

Literacy is mired in negative stigma and has given way to the use of alternative terms being used in many different contexts (eg. “basic skills”, “essential skills”, “employability skills”, “foundation skills”, etc.). While this use of alternative language serves a variety of purposes, it further contributes the murk and the stigma around literacy. We recommend using “literacy and lifelong learning” as the over-arching, umbrella phrase that describes all learning and skills acquisition.

5) Develop and Implement a Comprehensive and Integrated Communication Strategy

We recommend engaging educators and those in the literacy community in the development of a comprehensive and integrated approach to communicating about and promoting issues relating to literacy. Specifically, we envision a two-phase approach:

Firstly, that educators and those in the literacy community collaborate, along with the appropriate expertise and input from others, to create umbrella messaging about “literacy and lifelong learning” that all can use consistently and, thus, speak with the same voice.

Secondly, that they collaborate, along with the appropriate expertise and input from others, to create more precise messaging around specific aspects of literacy that resonate particularly well for specific audiences or in specific contexts – but that relate back to and are complementary with our overall messaging about “literacy and lifelong learning.”