ABC CANADA FOCUSES ON LITERACY ISSUE
By Adnews Staff
A new print advertising campaign from ABC Canada is attempting to raise awareness for literacy while delivering facts about the problem. The three initial ads from TAXI Advertising and Design of Toronto use the tagline "When You Struggle to Read and Write, Words Can't Describe It." Each of the ads features a piece of paper on which the lines have been changed into a maze, a brick wall or bars. Additional ads feature literacy statistics such as "25% of adult Canadians have problems reading a bus schedule." The national organization is hoping its relationship with the publishing industry will lead to the inclusion the campaign in every major magazine and newspaper across Canada. Out-of-home companies OMG Media and Pulse Advertising has agreed to run the ads in their media throughout September. Mediacom, also of Toronto, has donated a "roving" transit shelter for the campaign launch event.