30 Years of Breaking the
Generational Cycle of Poverty

National Center for Families Learning

The Challenge:

The National Center for Families Learning (NCFL) literally invented family literacy, and, in 2019 celebrated its 30th anniversary. Despite reaching more than 4.2 million people in 39 states, many don’t fully understand what family literacy is, and how it has the power to break the generational cycle of poverty.

The Plan:

Produce 37 videos showcasing emotional and inspirational success stories of families from across the country

GMPR set out to put a “face” on family literacy. We interviewed dozens of people across the U.S. produced more than three dozen videos that tell the “human” story of how education, specifically two-generation programming, can change the trajectory for families.
GMPR produced the videos from concept through final production and provided them to NCFL for bi-weekly posting and social engagement.
Special attention was paid to depict the deep, long-time relationship with NCFL’s biggest funder, Toyota.

Announce $1 million Toyota donation, bringing total investment in NCFL to
$50 million over 28 years

National news release on PRNewswire and Toyota Newsroom
Localized news releases in priority markets including Washington, D.C., and northern Alabama
Outreach to national education trade media
Speechwriting for NCFL and Toyota executives for event on Capitol Hill
Video content for @ToyotaUSA social media accounts

Announce pilot “Family Learning Community” in Dallas

News release distributed locally and on Toyota Newsroom
Planned and executed media event in Dallas
Drafted all documents for NCFL, Toyota executives: executive briefing, Q&A, messaging
Dallas Morning News/DallasNews.com sponsored article and video
Captured video of announcement, interviewed key stakeholders
Produced video highlighting new 360O approach to family learning