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Pearson
The Alphabet of Illiteracy

RAN IN: United Kingdom

CLIENT
Pearson

AGENCY
FCB Inferno *Lead Agency

Chris Baker (Head of Strategy)
Owen Lee (Chief Creative Officer)
Al Young (Chief Creative Officer)
Julia Ferrier (Art Director)
Martin McAllister (Copywriter)
Nicola Willison (Senior Strategist)
Tom Kingham (Business Director)
Helena Georghiou (Account Director)
Charlie Griffith (Account Manager)
Laura Visick (Social Media Director)


Weber Shandwick (United Kingdom)


SUMMARY

The campaign took an issue nobody cared about and moved it to the heart of the sustainable development agenda. By proving that illiteracy is the root cause of the major issues facing the human race and bringing this to life through the Alphabet of Illiteracy, the campaign got people talking about the issue like never before and created an increased desire to take action. The size of the movement got UNESCO to sit up and take notice, making Project literacy a founder member of the UNESCO Global Alliance for Literacy.

CASE STUDY

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CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: CINEMA;CONSUMER INVOLVEMENT/USER GENERATED;WOM (Consumer Involvement/User Generated);EVENTS;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);PR;PRINT;Newspaper - Digital;Newspaper - Print;SOCIAL MEDIA

Audience: Millenials

Objectives: Millenials & United Nations

Type: Business to Consumer

Classification: National

Language: English