Case Study: West Midlands Combined Authority boosts adult numeracy course applications with The Behaviours Agency

West Midlands Combined Authority drives 1,309 course applications with The Behaviours Agency

The Behaviours Agency was engaged by the West Midlands Combined Authority to promote its Multiply adult numeracy courses. The challenge was to overcome a profound psychological barrier and deep-seated stigma that prevented eligible adults from enrolling, as traditional rational appeals to future benefits were ineffective against this emotional friction.

The Behaviours Agency implemented a strategy that reframed learning from minimizing a negative deficiency to maximizing a positive gain in comfort. This was executed through a multi-channel campaign anchored by distinctive "numeracy sofas" designed to replace intimidating classroom imagery with psychological safety. The campaign achieved 12.7 million impressions, 72,000 clicks, and 1,309 course applications, successfully transforming perceptions and driving enrollment.

West Midlands Combined Authority