Reading problems affect one out of two people in Quebec, Canada. We therefore had to motivate illiterate people to ask for help and persuade others to finance the foundation.We decided to use TV as a double medium (a sound medium for the illiterate and a written medium for the rest) and produce two messages in one.

The illiterate have not responded in 20 years as much as they did during this campaign. The foundation was able to create an initial contact with people who wanted help. The media awareness campaign was very strong, and the Literacy Foundation ended up getting new government funding.