The Foundation


Public service campaign

Highlights of the public service campaign

Public service campaign

Designed without charge by the Bleublancrouge agency, the new public service campaign aims to make everyone feel the urgent need to act. Backed by a vast public relations operation, the campaign is being deployed in the different media (print, TV and Internet) and conveys the message that it is never too late to learn and that today the general public can do something to combat indifference and force illiteracy to retreat.

TV campaign

With one adult in six having trouble reading, the Foundation is launching a twofold appeal to the public: Help us help them! and You can do it!.

View the TV advertisement


Print campaign

All media are invited to air or print this advertising in order to raise public awareness of the shocking problem of illiteracy.



Highlights of the public service campaign (tv, print and Web)

The Words of hope TV message broadcast in Fall 2007 on several channels had a significant impact on the Info-Alpha line, since the service posted a 100% increase in the volume of its calls that quarter. These results even surpassed those obtained after Jacques Demers revealed his illiteracy in 2005.


  • Affected more men than usual.

  • Affected more people aged over 45.

  • Affected more people in the regions.

  • Affected Francophones more; only 6% of users were Anglophone, compared with 18% during a regular year.

  • Led to a 100% increase in the volume of calls compared with a regular year.

  • 39% of Info-Alpha line users mentioned the TV message as their referral source.

  • 4.9% mentioned the print campaign.

  • Record number of visits to the Web site: 3,384 visits in October 2007, up 49% from October 2006.

  • Web banner: more than 1,000 Web surfers clicked on the animated banner in October and November 2007.