Changing attitudes towards maths - how a small charity is busting our national phobia of numbers | Psychology of communications conference | 28 June 2018

Changing attitudes towards maths in the UK
It all starts with attitude.
Copyright © National Numeracy 2017. All rights reserved

Think back over the last few months…
When was the last time you really
struggled with something, even though
you were trying really hard?

What did the voice in your head say?
“I can do this, I’m not giving up!”
“It’s too hard, I’m not going to solve it, I’m hitting the sofa”

Photo credit: Pixabay
The mind is a muscle

How to grow your brain
www.Khan Academy.org Copyright @ Mindset Works

What is growth mindset?
Growth mindset = can do this, I’m not giving up!
Fixed mindset = It’s too hard, I’m not going to solve it, I’m
hitting the sofa
We all experience both of these. We’re all human, but we
can learn to control how to manage our fixed mindset, so
that it doesn’t hold us back.

John Legend: success through effort
www.khanacademy.org/youcanlearnanything

Carol Dweck, Stanford University
Robinson, 2006

A case study from education

Michelle Obama met students from Elizabeth Garrett
Anderson school in London in 2011
Photo credit: Jim Young

Her growth mindset message
“And I want you to know that you have everything you need to
succeed at a place like this. You just have to work hard. That's it. You
have to push yourselves. That's the only thing. This does not come
easy for anyone. Everyone here, regardless of their background, got
here because they worked hard. And you stay here because you work
hard. But more importantly, you have to believe in yourself. You have
to mentally believe that you can be here. You have to paint that
picture for yourself.”
Michelle Obama speaking to students from the Elizabeth Garrett
Anderson School, 25 May 2011, White House site.

The effect on exam results
Reference: Michelle Obama and an English school: the power of inspiration, University of Bristol,
June 2016 Simon Burgess,

Her impact on the girls several years
later
"She told us to have more confidence in ourselves and to
never let anyone put us down. I've never forgotten her
words. She is a truly inspiring woman.“
She said to me 'we are counting on you, don't let me down'.
"It was amazing. I just remember her hugging me and I felt
so happy."
"I never had much confidence and she gave me that,"

Can you develop growth mindset
through a communications campaign?

It takes roughly 12 days to count to 1 million
How long does it take to count to 1
billion?

How long does it take to count to 1 billion?
31 years

About National Numeracy
1 in 2 adults have the numeracy skills expected of
a primary school child
Average cost to an individual with poor number
skills is £460 a year
Low numeracy costs the UK economy an estimated
£20.2 billion each year
Detrimental effect on job prospects, money
management and well-being

Attitudes towards maths in the UK
• I hated maths at school, I’ve always been bad at it
• I don’t think I can improve my maths
• I am too old now
• I don’t do numbers, I'm better with words
• I don’t need maths

School experiences stick with us
Busting the ‘maths gene’ myth
Jo Boaler, youcubed.org
Stanford University
Souvenir Press, 2009

It’s in our culture
• Negative reinforcement from celebrities, royalty and brands
• Negative headlines
• Clichéd images

Our own headlines weren’t helping….

Incorporating behavioural insights to
your campaign
How to get people to do something really hard?

How can you apply EAST to something
really unattractive?
Working on your maths involves struggle
You have to feel uncomfortable before you will improve
The benefits are not immediate, it can take time to see results
What we are trying to do is really hard

Start by measuring attitudes
Annual YouGov Omnibus Survey
Psychometric ‘attitude’ test with the University of Plymouth
Focus groups with NHS Trusts, JobCentre Plus, College
students and others
More recently… quick clickbait style ‘personality’ quizzes

I would feel embarrassed to tell
someone I was not good at…

Channelling all this into our first big
campaign!

Motivations
What could motivate people to work on their maths?
• Whenever I try to help my children with their homework it
ends in an argument, I wish I knew more
• I want to get a good deal on my finances, but find it all a bit
confusing
• I want to for a higher level role at work but my confidence
with numbers is holding me back
Source: YouGov omnibus 2012 – 2016, focus groups

Messaging and language– breaking down
barriers
Positive and celebratory in tone; personal and relevant style;
accessible and informative
• People like me have done it
• The benefits are real
• I feel supported

Messaging and language
We are all numbers people
I’m a numbers person
You’re a numbers person
Think you're not a numbers person?
We’re all numbers people

‘Numbers’ not ‘maths’

Engaging the audience through real
stories
Showing that nerves are normal but overcoming
them is possible… and it feels good!

Celebrity encouragement

Free toolkits activities to
download for work
places, school children,
and families
Helping stakeholders to break down barriers

Letting the audience go at their own pace
Mini engagement quizzes, no timer, no pressure.

Want to improve your numeracy? Register on our learning
resource to get started…
www.nnchallenge.org.uk

Did the growth mindset catch on?
The campaign results

Campaign results
Awareness Behaviour
Over 60 pieces of news
coverage including BBC
Breakfast and Good
Morning Britain
#NationalNumeracyDay
trended most of day
10,000 social
media engagements
Discussed in Parliament
during Education Questions
25,000 registered to check
their numeracy levels
76,000 web visitors
10,000 took the topical
quick quizzes
7700 activity pack
downloads
Over 100 organisations
involved from business to
government departments

Did attitudes shift?

Changing the media sentiment
Before

Boosting your numeracy skills can
change your life, says Anne Milton
After
Changing the media sentiment

“I’m definitely not ‘not a numbers
person’”

New case studies coming through
“I saw this on Good Morning Britain
and thought I'd have a go. Only
scoring in the 60's at first I ploughed
on and got to 89, so it was still there
just a bit rusty. I will now keep my
hand in at least once a week.”
Caroline, National Numeracy Challenge user

Coming next
Long term ongoing work to understand attitudes
• At a cultural level (one year on)
• In workplaces (with partners)
• By different audience groups (data to be analysed this summer)
A government contract to look at attitudes to online learning
More beneficiary stories
National Numeracy Day 2019

Solutions “I can’t do maths” to “we are all
numbers people”
Always start with attitudes. Understand as much as possible
before trying to create shift.
Break down mental barriers so that people can access
something they are reluctant to.
Build resilience by showing that nerves / struggling is normal.
Give help and advice to manage the fear
Help people to see the value to them and others. Everyday
examples and voices
Turn “I can’t do maths” to “I can’t do maths…yet”

Thank you!
Rachel Malic, communications manager
rachel@nationalnumeracy.org.uk
01273 915044

Psychology of
communications
- tools from the Behavioural Sciences
28 June 2018
London
#CCPsychComms

Visit the CharityComms
website to view slides from
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Changing attitudes towards maths - how a small charity is busting our national phobia of numbers | Psychology of communications conference | 28 June 2018

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Changing attitudes towards maths - how a small charity is busting our national phobia of numbers | Psychology of communications conference | 28 June 2018