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The aim of the mark, developed by the National Adult Literacy Agency (NALA), is to reward businesses and other organisations that use plain English in their information and marketing material such as letters, reports and promotional leaflets. Using plain English will help make their services and products easier to understand and use, particularly for adults who are improving their literacy skills. Research and practice has shown that plain English boosts the effectiveness of information and marketing material. The mark will be given to each document that meets plain English guidelines to establish a standard for clear, accessible information. In addition, the mark will be an important tool for raising awareness of plain English. Organisations that receive the mark will be making a strong statement about the use of clear language and design. The mark is being launched today (21/6/2005) by the National Adult Literacy Agency (NALA) and is offered as part of the Agency’s Plain English Service. This service includes: editing correspondence, forms and publications; offering advice on plain English; and delivering training and workshops on plain English techniques. Speaking about the quality mark, Ombudsman and Information Commissioner Emily O’Reilly said, "I greatly welcome this initiative by NALA. As a former journalist, and now Ombudsman and Information Commissioner, I am very aware of the barriers to information and to understanding that can be erected by the use of language that is difficult, convoluted, stylised, or comprehensible only to those who understand the jargon of certain professions or of certain public and private service providers. In my work, I come across many cases where the language used in certain records, letters and other documents has been the underlying cause of the complaint at issue. The failure properly to understand the terms of a benefit scheme, for example, can lead to the denial of that scheme to the individual involved. Access to information means more than the simple receipt of records; it also means access to information in language that is readily comprehensible." At the moment, unclear information means that adults who are improving their literacy may not be able to: read and understand the dosage instructions on medicine labels; understand signs and information notices in public buildings; understand how to qualify for a social welfare payment; read letters or account statements from a financial institution; or understand the conditions attached to a loan. However, using plain English in public information gives these people an equal chance to understand their obligations, access entitlements and exercise their rights – all vital components of a democratic society. In addition, it saves organisations time and money because clear writing and layout reduce misunderstandings and errors. It also makes a statement that organisations are committed to making their products and services easy to understand. Speaking about the launch Director of NALA Inez Bailey said, “The approval marks the latest step in our campaign to offer practical assistance to information providers to make their publications more understandable to all. At one time or another, we have probably all encountered an important yet unintelligible document that has caused confusion and, possibly, deep frustration. This experience is more acute for adults improving their literacy, who may already face personal, social and economic barriers to understanding and meeting their obligations and accessing services and entitlements. But while NALA promotes plain English as a way to meet the needs of this group, we also firmly believe that the clarity plain English brings to documents benefits the wider population, as well as businesses and organisations. Clients of our plain English service clearly share this view as they seek to meet the needs of all their customers for understandable information.” To find out more, contact Clodagh McCarthy, Plain English Project Worker at the National Adult Literacy Agency by phone on (01) 809 9194, by email at cmccarthy@nala.ie or by post at 76 Lower Gardiner Street Dublin 1. Ends Media enquiries to: Tommy Byrne on (01) 809 9195 (after 7 pm (01)-822 7048) or tbyrne@nala.ie or Clodagh McCarthy on (01) 809 9194 or at cmccarthy@nala.ie. Editor’s note The plain English quality mark will be unveiled on 21 June 2005 at 10.00 am in the Office of the Ombudsman and Information Commissioner at 18 Lr. Leeson St., Dublin 2. The NALA Plain English Service has operated full time since August 2003. In that time, it has worked with hospitals, banks, building societies, credit unions, statutory agencies, Government departments, health promotion services and charities. A significant element of NALA’s plain English work has been a joint initiative with the Department of Social and Family Affairs to revise their information booklets and application forms. NALA is a non-profit membership organisation, concerned with national co-ordination, training and policy development in adult literacy work in Ireland. The Agency was established in 1980 and from that time has campaigned for recognition of and response to the adult literacy problem in Ireland. The main funder of NALA’s work is the Department of Education and Science under the auspices of Minister of State Sile de Valera TD. 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