ABC Canada begins new television campaign
By Adnews Staff
The Toronto-based ABC Canada Literacy Foundation has begun a national television public service announcement campaign intended to encourage Canadian adults with literacy problems to seek help. The 30-second commercial, produced in English and French, was developed by ACLC of Toronto. The creative depicts a series of people held motionless in various situations while others continue to move around them. The imagery is intended to represent how a lack of literacy can make a person feel stuck. A voiceover says, “If you have problems with reading, writing or math, chances are you can only go so far. When you're ready to take the next step, look under 'learn' in the Yellow Pages.” Yellow Pages Group and DirectWest Publishers have donated space to for the foundation to run contact information in its directories. “This is a powerful piece,” said Margaret Eaton, president of ABC Canada. “We are confident it will hold viewers' attention, not only those who could seek literacy help but members of the general public who would not be aware of the reality of low literacy in Canada.”