One in five people are illiterate
Posted by Marc | 7-12-2007 14:32 | Category: Education
These ads (more inside), made by Ivan Cash and Logan Broadley, won Silver at this years Loerie Awards in the category Student awards: Newspaper & Magazine Advertising.
These ads are for ProLiteracy, a non profit organization from the USA. The ads were first inspired when Logan Broadley and Ivan Cash learned that about 1/5 of the world is illiterate. They tried to put themselves in the shoes of an illiterate person and imagine what it would be like. They decided that text would just seem like an incoherent assembly of arbitrary letters. Working off this idea, they tried to make the concept more personal by adding an interactive component.
The first ad (above) is about exposing the problem of illiteracy.
The second ad (below) encourages people to get involved and put some “effort” into helping out.
Copy at the bottom of both ads: “One in five people are illiterate. ProLiteracry Worldwide strives to improve these peoples’ lives by teaching them necessary literary skills needed to function in society. Get involved, visit www.proliteracy.org”
Ivan Cash (22, USA) studied abroad at the Red and Yellow school (Cape Town, South Africa) in the Spring on ‘07, which is when this ad was made. The copy is from Logan Broadley also living in Cape Town, South Africa.
More work from Ivan Cash at his website.
Advertiser:
ProLiteracy
Agency:
Ivan Cash
Additional credits:
Copy: Logan Broadley
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