"If we help everyone to read and write, we help solve the world's biggest problems."
Publishing and education company Pearson has partnered with FCB Inferno to help raise awareness of the global literacy crisis, which currently affects one in 10 people.
The campaign targets millennials, particularly those with an interest in social issues, and aims to make significant and sustainable advances in literacy over the next five years so that by 2030 no child will be born at risk of poor literacy.
The ad titled Project Literacy introduced the emotional Alphabet of Illiteracy, where each letter of the alphabet demonstrates a global, social or economic problem like female genital mutilation, child brides and poverty.
The campaign states there are over 757million people who cannot read a single sentence. The consequences of illiteracy go far beyond not being able to read a book – it fuels some of the world’s biggest problems including drug abuse and homelessness.
The spot will run across film, social, print and digital.
