Life has no autocorrect

Literacy isn’t cool—or at least it isn’t that important nowadays. One can easily communicate with his contemporaries using slang, shortened words, memes, voice memos, or emotes and reactions exclusively. Communication has become so different that people rely on autocorrect for any mistake they might make.

To graduate high school, seniors in Bulgaria must take two mandatory exams – one in Bulgarian language and literature and another in a chosen by the student subject.

Something had to be done to tackle Gen Z’s apparent lack of interest in literacy—a campaign that would inspire real change, with precise messaging, a tailor-made approach, and actual results.

The campaign bearing the name Life Has No Autocorrect is an effort by the online grammar guide Kak se pishe (translated How it’s written) to give high school seniors a way to get more familiar with the exam format and attempt to help increase the average grade by infiltrating their „habitat“ with relevant approaches.

The innovative campaign, based on a combination of psychological principles and communication grasping techniques, aimed at Gen Z by using trendy channels (eg, Threads) and keeping away from being cringe, included an active engagement, a promotional video, and OOH positioning, all supported by organically earned PR.