The Foundation

Awareness campaign

The Foundation's public interest campaigns aim to convince different constituencies—individuals, companies and opinion leaders—of the need to support literacy and basic training and reach those wishing to learn and overcome their reading and writing difficulties.



We can no longer afford to do without the talents and resources of adults with low reading proficiency—such was the message conveyed by the Foundation in this new TV advertisement (French only).


A word sale! That's the concept thought up by the Bleublancrouge advertising agency for the Foundation's 20th-anniversary campaign.

For a few dollars, the Foundation is offering people the chance to buy words, literally. Through the Web site, you can purchase the word or words of your choice, in order to make them your very own or give them to a loved one (in French only).


The Bleublancrouge advertising agency designed the Foundation's new signature and its new logo on the theme of Words of hope.

With one adult in two having trouble reading, the Foundation launched a twofold appeal to the public—Help us help them! and You can do it!—and revealed some shocking statistics: "49% of Quebecers have great difficulty reading” and “800,000 Quebecers are illiterate."


Diesel Marketing




Focussing on Alain Denis, a functional illiterate until his 30s who went on to become president of his own firm, this campaign was aimed at reaching the general public to enhance the efforts made by individuals with reading and writing difficulties to improve their lives.


Preventing illiteracy by filling in the blank, encouraging young people to read…

The character of Tintin quite naturally comes to the rescue of the wordless speech bubble, both on TV and in posters and printed material.

Inspired by a common situation, Le clavier (Keyboard) conveys how uncomfortable illiterate people are with technology.





Fill in the blank. Positioning of the Literacy Foundation's new signature and revamping of its project logos.

The Phylactère (Speech bubble) and Guillemets (Quotation marks) advertising plugs place the blank front and centre.



Highway, Demonstration and Newspaper: emotion-packed moments when the viewer can feel the anguish of living without being able to read.


Cossette Montreal




Two TV messages, Osé (Daring) and Belles images (Beautiful images), capture the public's attention through evocative words associated with illiteracy.

At the same time, a radio message and print advertisements emphasize the fact that illiterate individuals cannot read newspapers, but do look at them.

Cossette Quebec City


Tribute to the courage and pride of all adults learning to read and write, the pillars of the literacy cause.






Advertising campaign confronting the public with a difficulty comparable to those experienced daily by illiterate individuals.