ABC CANADA BEGINS MATH LITERACY CAMPAIGN
By Adnews Staff
Math literacy is the focus of a new print advertising campagin from ABC Canada Literacy Foundation. According to the foundation, math literacy refers to the ability and skills required to understand and use numbers in daily activities. Created by Taxi Advertising of Toronto, the bilingual campaign includes three print ads. Each depicts a situation in which low math literacy skills could affect an individual's ability to handle tasks. The three situations are dividing a pizza, calculating a tip and determining whether a truck will fit under a bridge. The tagline is, "Math Solves Problems." Several smaller "filler" ads depict activities such as converting time from a 24-hour clock and calculating discounts. The ads include a toll-free phone number and the URL for a new interactive Web site constructed for the campaign at <http://www.mathliteracy.ca>. The site contains additional information about the ads, math tips and access to other resources. ABC Canada is sending out kits with copies of the ads to Canadian newspapers and magazines this week. The organization has already received commitments to support the campaign from the Canadian Community Newspaper Association, Sun Media Corp. and Maclean's magazine, said Alexandra Dunsmuir, director of communications at ABC Canada. This campaign is the start of a larger, multi-year math literacy project that will also make use of promotional materials, corporate sponsorships and additional advertising.