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Award: Wood Pencil

Wood Pencil / Online Advertising / Online Advertising / 2009

In this piece of interactive online creative, users take on the Barnardo’s perspective as they witness a young boy struggling to read a series of words in the statement 'Many of our projects deal with kids in trouble with education'. As they select words for the boy to read, the user is exposed to his frustration, embarrassment and even anger as he struggles to read. Although basic literacy is something most of us take for granted, the bold statement 'Not every child in the UK will get an A or a B today Congratulations to the thousands of troubled children who successfully held down full-time education this year', pays tribute to the daily battle faced by many children with learning difficulties, some of whom are helped by Barnardo’s.

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