Outdoor Advertising / Poster Advertising Campaigns
Fight for Literacy
The ANLCI is a national agency fighting against illiteracy. The campaign had to remind everyone that in 2012, ten per cent of French people were still illiterate, and to push people to sign the online petition to make illiteracy 2013’s national cause. The posters were mainly displayed in pedestrian areas, so they could be read. At first glance, you see an ordinary ad for a computer, a movie or mascara. Then you realise it is not, because you can read – unlike three million illiterate people in France. The campaign was a success: in February 2013, Prime Minister Jean-Marc Ayrault announced that illiteracy was the new national cause.