Home Campaigns Ad of the Week Shining a Light on Literacy

    Shining a Light on Literacy [Video]

    In The Company of Huskies has created an intriguing print campaign for the Irish literacy charity, SUAS.

    Since it was set up in 2002, Suas has supported over 12,000 children in India, Zambia and Kenya and trained over 1,200 Suas volunteers to work as teaching assistants in some of the worlds most marginalised, under-resourced communities.
    Here in Ireland, it has helped over 3,300 children from disadvantaged communities to improve their literacy skills and trained over 4,500 volunteer mentors to support them.

    “With this campaign we wanted to show the power that literacy has to change the lives of children around Ireland. Learning to read and write can open up a world of opportunities for children and impact greatly on their self-esteem. To bring this idea to life we utilized newspaper print to deliver a powerful message: “When you can read everything, it changes everything,” says In the Company of Huskies.

    “We wanted to instantaneously show the potential volunteers the difference they could make to a child’s life by simply helping them learn to read. To do this we used the characteristics of our chosen medium, the newspaper to its full advantage.

    We created a 2-sided print ad that told the story of a young child with literacy problems, on the reverse side we continued the story. Thanks to the thin newsprint paper, when the ad is held up to the light, the extra words change the story entirely – from a negative to a positive. Demonstrating that being able to read everything really can change everything.”

    Credits:

    Client
    Brand: SUAS Ireland
    Chief Executive Officer: John Logue

    Creative Agency
    Creative Agency: In The Company Of Huskies
    Creative Director: Damian Hanley
    Copywriter: Niamh Ryan
    Art Director: Emily Blaney
    Producer: Brian Daily
    Account Executive: Cillian McSweeney
    Print Producer: INM