Literacy Foundation conducts 10th anniversary campaign
By Adnews Staff
The Literacy Foundation has begun an awareness campaign called "The Gift of Reading" to coincide with its 10th anniversary. The campaign, developed by Bleublancrouge, includes television, print and postcard advertising using the copy, "When a child doesn't read, imagination disappears." The creative depicts characters from children's books, such as Cinderella and Peter Pan, as ailing patients in a hospital. "Reading feeds our imaginations," said Gaëtan Namouric, the agency's creative director. "When a child doesn't have access to reading, that's a child deprived of an imaginary world. This unbelievable injustice should mobilize a large number of industries in the field of culture, media, publishing and even ours, advertising."