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‘Alphabet of Illiteracy’ wins at Cannes


A campaign that Initiative UK collaborated on with agency FCB Inferno, has won the Cannes Lions Health and Wellness Grand Prix. FCB Inferno won the category for its integrated campaign ‘Alphabet of Illiteracy’ for education company, Pearson’s, Project Literacy.

The campaign “Project Literacy” aims to tackle what Pearson calls the “global illiteracy crisis” which affects one in ten people worldwide. The brief to FCB Inferno was to raise awareness of the severity of illiteracy and show it as being an urgent global issue. ‘Alphabet of Illiteracy’ is a body of evidence which suggests that illiteracy is the root cause of many global problems.

The A-Z links illiteracy to major global problems such as aids and drug abuse. The integrated campaign in cinema, DM, print, online and social, led to an online petition to global leaders to push illiteracy up the political agenda.

Initiative UK is proud to have played a small part to help FCB Inferno win this award.

Take a look at the submission video here: