Brilliant! – ABC and Honda drive literacy

'Why do you never see baby pigeons?' 'Why are hot dogs called hot dogs?' If you read more with your kids, you'd know the answers to these questions, argues the Toronto-based ABC Canada Literacy Foundation. To build awareness of Family Literacy Day on Jan. 27, the organization has teamed up with founding sponsor Honda Canada and Toronto agency Zig on a national campaign coming soon to a manhole, window, or free-standing tower near you.

‘Why do you never see baby pigeons?’ ‘Why are hot dogs called hot dogs?’ If you read more with your kids, you’d know the answers to these questions, argues the Toronto-based ABC Canada Literacy Foundation. To build awareness of Family Literacy Day on Jan. 27, the organization has teamed up with founding sponsor Honda Canada and Toronto agency Zig on a national campaign coming soon to a manhole, window, or free-standing tower near you.

The goal of the thought-provoking ambient creative is to drive viewers online for information on family literacy via various local activities on the day and throughout the year. The non-profit is also gathering participants to challenge the Guinness World Record for ‘Most Children Reading With an Adult, Multiple Locations.’ The word is getting out via print ads in over 50 publications, billboards, online banners, radio spots, transit shelter ads and LED boards across Canada. ABC Canada provides schools and libraries with literacy tip sheets, temporary tattoos, book bags and activity books.

For the past 11 years, Honda Canada has supported Family Literacy Day with activities ranging from reading circles and book drives to one-hour TV movies. Involvement amongst dealers is high; 27 participated last year.

‘With their national network of dealerships, Honda makes a natural fit with ABC,’ says ABC Canada director of marketing and partnerships Rina Khosla. ‘Many of the vehicles they make are for families, which is a natural fit with Family Literacy Day.’ www.familyliteracyday.ca

With files from Marija Djukic