How do we make an issue relevant for the public?
The Edmonton Literacy Coalition wanted to see more government support for adult literacy programming, and were looking for a way to make the need relevant.
We developed an integrated campaign that showed the ‘other’ 60% (the adult Albertans who do read well) what daily life is like for the 40% who don’t have basic levels of literacy. Our campaign integrated targeted public relations, a media event, and public-facing advertising. The work was designed to create advocates for the issue and bring it closer to the top of the list for policy-makers.
Once the campaign was in market, our client was invited to meet with the Mayor of Edmonton to talk about how to move the needle on this issue at the municipal and provincial levels of government.
Multiple ACE and IABC awards, 2013