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ABC Canada hires Brandworks International

ABC Canada Literacy Foundation has retained Brandworks International of Toronto to develop a national advertising campaign for Family Literacy Day 2010. The campaign, which will begin later this month, will include print, out-of-home, online and radio advertising. Called "Read Together, Grow Together," the campaign will promote family activities not traditionally associated with literacy, such as following a recipe, karaoke singing and making greeting cards. "Family Literacy Day promotes the importance of families reading and learning together and celebrates the benefits that family literacy practise can have on both the adult and child," said Rina Khosla, director of marketing and partnerships, ABC Canada. "This campaign does a great job of showing this through a series of clever advertisements that show literacy is beyond books." Family Literacy Day will take place on Jan. 27.

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