The ANLCI is a French organisation fighting against illiteracy. We wanted to remind everyone that in 2012, 10% of French people were still illiterate, and to push people to sign the online petition to make illiteracy a national cause for 2013. The posters were mainly displayed in pedestrian areas, so they could beread in detail. At first glance, you see an ordinary ad for a computer, a movieor mascara. Then, because you can read, you quickly detect the disguised message. The campaign was a success: in February 2013, Prime Minister Jean-Marc Ayrault announced that illiteracy was the new national cause.
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