In the Company of Huskies will have one of its ads shown as part of ACT Responsible’s “Great Ads for Good” initiative which will form part of the week long Cannes Lions festival in the south of France next week.
ACT Responsible is an international, non-profit association created to inspire and promote good practice in social responsibility and sustainable development in the advertising industry. Each year out of thousands of ethical advertisements, ACT select 80 of the best international campaigns to highlight how creative advertising is used to raise awareness of the world’s major issues.
The ad for Suas created by In the Company of Huskies will be shown, along with the work of 72 agencies from 30 countries at ACT’s 18th exhibition in the Debussy Foyer in the Palais des Festival.
Suas is an Irish literacy charity working with children from the most disadvantaged communities. To raise awareness of Suas and the national literacy crisis, Huskies developed a print campaign “When you can read everything, it changes everything” which shows that literacy has the power to change the lives of children. Huskies unique creative response transports the reader into the mind of a child struggling with reading. When the page is read without light the text shows the struggles of an illiterate child, however when held up to the light the message changes to a positive one of what can be achieved when you can read everything.
John Logue, CEO, Suas commenting on the success of the campaign, “Huskies provided Suas with something incredibly rare – they brought readers on a visual, tactile and emotional journey into the mind of an 8-year-old struggling with reading. As the child’s story changed, so did theirs. For a brief moment, the reader was back in their childhood classroom. Aside from being a stunning piece of art and writing, the ad was incredibly effective resulting in a significant increase in funding and the number of children we support in Ireland.”
To vote for the ad online click https://act.adforum.com/creative-work/playlist/18915/solidarity-cannes-2019/ Suas is number 8 in the solidarity playlist.