ABC Canada thickens the media plot with new twists

The Literacy Foundation's multi-media campaign includes child-inspired questions on the CN tower's glass floor and sewers.

Toronto-based ABC Canada Literacy Foundation is reaching parents with fun and thought-provoking creative by Toronto’s Zig, as part of a national multi-media ad campaign with some unexpected ad placements, intended to create buzz about Family Literacy Day on Jan. 27.

Rolling out this week, the basic premise is summed up in the tagline: ‘If you read with your kids, you’ll know more’. This is conveyed via colourful posters, vinyl clings and signs with thoughtstarters like ‘Why do you never see baby pigeons?’ and ‘Why are hot dogs called hot dogs?’ placed on statues at Queen’s Park and the CN tower’s glass floor, among other spots. The goal is to drive viewers online and spread the word on the value of family literacy.

Other promotional material includes print ads in over 50 publications, billboards, online banners on, and, radio spots, transit shelter ads and LED boards across Canada. Ads can also be seen on silverbox recycling units and digital displays at subway stations in Toronto, as well as street columns in Montreal.

Honda Canada, a founding sponsor of Family Literacy Day is encouraging its reps to take part in the event by giving out event-planning guides, while ABC Canada is providing schools and libraries with literacy tip sheets, temp tattoos, book bags and activity books.