Bound Volume Number
Volume VI
Degree Type
Honors Capstone Project
Date of Submission
Spring 5-2016
Capstone Advisor
Brian Sheehan
Capstone Major
Advertising
Capstone College
Public Communications
Audio/Visual Component
no
Keywords
the 1980 Literacy Campaign
Capstone Prize Winner
no
Won Capstone Funding
yes
Honors Categories
Professional
Subject Categories
Communication
Abstract
When the Sandinista socialist government gained control they began a total reformation of the country, most notably, the education system. The government supported a small group of men who created the 1980 Literacy Campaign, which worked to educate the majority of the nation. Nicaraguan literacy rates jumped from 49.65% to 87.04% in five months. Despite their successes, literacy rates still suffer today. Through primary research, it has been determined that the biggest issue facing Nicaraguan literacy are “vegetable literates,” those who lose their literacy because they do not use it. In order to combat the issue, I developed a four-part campaign which includes a television commercial, a mobile app, an outdoor Blue Box library and a Facebook campaign. The campaign focuses on two objectives: access to literacy material, and an incentive to participate in the movement. Born from these objectives was the idea of community development through literacy. Each creative execution manifests itself within the idea that literacy can benefit you and your community.
Recommended Citation
Schneider, Summer, "Affecting Nicaraguan “Vegetable” Literacy with Social Change Advertising" (2016). Honors Capstone Projects - All. 934.
https://surface.syr.edu/honors_capstone/934
Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.
