Literature for Life begins awareness campaign
By Adnews Staff
Toronto-based charitable organization Literature for Life has released a new public service announcement campaign. The organization works to build “a culture of literacy and learning in at-risk families.” The campaign consists of two print ads, posters and a folding postcard. The print ads show a young mother reading a book. The cover of the book depicts the woman as she will be in the future; in one ad a doctor and in the other a university graduate. The ads use the copy, “Inside the world of literature is a world of possibilities.” “The power of literature allows at-risk teenage mothers better access to education and employment opportunities,” said Larry Enfield, the organization’s board chair. “Our new thought-provoking campaign will hopefully encourage donations to Literature for Life, so we can continue our role in helping teenage moms develop confidence and self respect.” The print campaign will run in several Toronto-focused magazines beginning this month. The campaign was developed pro bono by Downtown Partners of Toronto. Media planning and buying were handled by OMD Canada.