There are 757 million 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. The idea behind the film was to use the building blocks of reading and writing, the ABCs, to demonstrate the link between illiteracy and 26 major problems facing the world today. The 90 second film reworks the 1948 hit “A you’re Adorable” with a harrowing narrative, clashing the emotions you remember from learning the ABCs with some of the world’s gravest issues. Each letter is represented with hand crafted sculptures by Wilfred Wood, known for his satirical work on Spitting Image, which have each been turned into three dimensional CGI models. The agency has been awarded with the Cannes Lions 2016 Health& Wellness Grand Prix for the “Alphabet of Illiteracy” campaign.
Project Literacy is a global movement convened by Pearson to make significant and sustainable advances in the fight against illiteracy so that all people – regardless of geography, language, race, class, or gender – have the opportunity to fulfill their potential through the power of words. Bringing together a diverse and global cross-section of people and organisations Project Literacy helps to unlock the potential of individuals, families and communities everywhere with the power of words so that by 2030, no child will be born at risk of poor literacy.
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