Parents’ poor numeracy skills cause children to get Maths homework wrong

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We were tasked by the Open University Business School to come up with a creative news story which enabled them to raise awareness of their 'Managing my money' free online course. The course was aimed at young adults who struggled with Maths and therefore found it difficult managing their money in their adult life.

We decided to conduct a piece of consumer research on parents, asking how many of them found their child's Maths homework difficult or had ever got it wrong. The story was relatable, fun but also highlighted how the course could also be useful to parents as well as young adults who had missed out on learning key Maths skills whilst at school. 

We used Maths teacher and University Challenge Star, Bobby Seagull, to front the campaign, giving him the fun title of an 'Arithmophobia expert'. 

The campaign secured national coverage on BBC 5 Live's Wake up to Money and 5 Live's Breakfast Show with our spokesperson plus case studies. We also secured live interviews on Sky News Sunrise and BBC 2's Victoria Derbyshire programme, and landed Sky News Radio which meant our story was played out on the morning news bulletins of over 140 regional commercial radio stations. Further radio coverage included live interviews on 13 regional BBC radio stations through BBC GNS.