800,000 Quebecers still depriving us of their talents
We can no longer afford to do without the talents and resources of adults with low reading proficiency—that is the message delivered by the Literacy Foundation on the occasion of International Literacy Day. Taking advantage of this showcase aimed at reminding the public of the importance of reading and writing in our daily lives, the Foundation launched on September 8 its new TV advertising campaign, designed by the bleublancrouge agency.
“What motivates us is the hope of changing things for the individuals we reach one by one—adults, parents and children–and thereby for society as a whole,” explains Maryse Perreault, the Foundation’s Chief Executive Officer. “Because combatting illiteracy and raising skill levels are core socio-economic issues for Quebec, now and in the future.”
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 (French only)|
Foundation relaunches advertising campaign
From January 5 to February 8, 2009, the TV advertising 800 000 Québécois nous privent toujours de leurs talents / 800,000 Quebecers still depriving us of their talents (in French only) designed last fall by the bleublancrouge agency is being broadcast on several general and specialized networks, including TVA, TQS, Canal D, Canal Vie, Canal Z, Historia, Séries +, RDS and Réseau Info Sport.
These placements are made within the framework of the literacy promotion campaign of the Ministry of Education, Recreation and Sports (MELS), being run jointly with the Foundation.
On September 8, 2008, the Literacy Foundation, in conjunction with the Quebec Ministry of Education, Recreation and Sport (MELS), marked International Literacy Day, in the presence of Lili Paillé, Director of the Ministry’s Adult Education and Community Action Branch (DEAAC). The event was held at Maison d’Haïti, a grassroots organization in Montreal’s Saint-Michel district that has been involved in the literacy training and French-language training field for many years.
On this occasion, the Foundation presented its new TV message (French only), created by the bleublancrouge agency, aimed at raising public awareness of the diversity of the profile of illiteracy in today’s society and the fact that we can no longer afford to do without the talents and resources of adults with low reading proficiency. The financial support of Mouvement des caisses Desjardins and the Fondation J. Armand Bombardier was also underscored through the presentation of two official cheques in the amount of $100,000 each.
From left to right: Lise Lavoie, Director, Administration and Donations, Fondation J. Armand Bombardier; Lili Paillé, Director, Adult Education and Community Action Branch (DEAAC), Quebec Ministry of Education, Recreation and Sport (MELS); Maryse Perreault, CEO, Literacy Foundation; Louise Charbonneau, General Manager, Caisse populaire Desjardins de Saint-Michel and member of the Executive Committee of the Board of Directors of the Fédération des caisses Desjardins du Québec; and Marjorie Villefrance, Director, Literacy Programs, La Maison d’Haïti.
|Maryse Perreault, CEO, Literacy Foundation and Louise Charbonneau, General Manager, Caisse populaire Desjardins de Saint-Michel and member of the Executive Committee of the Board of Directors of the Fédération des caisses Desjardins du Québec, at the cheque presentation.|
Maryse Perreault, CEO, Literacy Foundation and Lise Lavoie, Director, Administration and Donations, Fondation J. Armand Bombardier, at the cheque presentation.