ABC Canada promotes Family Literacy Day
By Adnews Staff
The ABC Canada Literacy Foundation has begun a nation campaign in support of Family Literacy Day on Jan. 27, 2009. The campaign, developed by Zig of Toronto, features questions that might be asked of a parent by a child, such as "Why are clouds fluffy?" and "Why do we drive on the right side of the road?" The campaign uses the tagline, "If you read with your kids, you'll know more. The effort includes magazine, newspaper, online, radio and out-of-home advertising. "We focused on posing the most intriguing questions possible, that would appeal to both adults and children and encourage them to seek out the answers together," said Martin Beauvais, executive creative director at Zig. "Family Literacy Day tackles a very serious issue, but we wanted the approach to be fun, lighthearted and engaging."