ABC Canada Literacy expands reading remit

The foundation's 'Unexpected' effort is going beyond it's typical media turf, and adds Zoom Media to this year's list of donating media sponsors.

ABC Canada Literacy Foundation is taking a new approach to its annual literacy campaign this year: targeting parents to show that childhood literacy can be achieved by doing more than just reading books.

The campaign’s creative, developed by Toronto’s Brandworks, targets families and seeks to show that literacy skills can be improved in ways they might not have considered, such as reading recipes when cooking, reading maps or doing karaoke. The campaign’s media strategy mirrors this goal of reaching families in new and unexpected places, such as restaurants, and includes a new media sponsor this year, Zoom Media.

‘The unexpected’ is a theme of the campaign, Rina Khosla, ABC director of marketing and partnerships, tells MiC. ‘Our objective is to have an impact on both national and local levels, so our media campaign spans across many outlets, from OOH to online. Whether you’re in the TTC or waiting for a subway, [the advertisements] come up in both in unexpected and expected places to raise awareness for the importance of literacy and the benefits not only to the child but to the adult,’ explains Khosla.

The campaign starts this month and will run until Family Literacy Day on Jan. 27, 2010.