The Gift of Reading
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Literacy Foundation
Overview
The Gift of Reading is the Literacy Foundation’s flagship program for underprivileged children in Quebec aged 0 to 12. Its goal is to prevent reading and writing difficulties likely to lead to children dropping out of school.
Beyond the joy of giving
To highlight its 25th anniversary, the Foundation wished to increase public awareness about its program and cause and show that the Gift of Reading has a much deeper impact than simply giving a new book to a child.
Changing a child’s path in life
The idea was to show that giving a new book to an underprivileged child can help change their path in life drastically, without being gloomy or falling into the usual clichés. Using an illustrated approach and a metaphorical narrative, the ad was bright, full of hope and just as touching. Original music was composed exclusively for the spot, enhancing its emotion.
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