Global Literacy Project “My First Book Project” by JWT Cape Town

September 28, 2010 on 2:07 am | In Uncategorized | No Comments

Winner of Cannes Lions 2010 Direct Silver Lion Ad prize

Global Literacy Project \”My First Book Project\” by JWT Cape Town

The My First Book Project / JWT Cape Town

Developing nations face a literacy crisis. Only 20% of schools have books, and children literally don’t have the books to learn from. We wanted to do something to help. We wanted to get first learner-reader books into the hands of these kids.

The target audience was twofold: people in our advertising network, and underprivileged children in developing countries.

Our strategy was to show and inspire people that by transforming a piece of waste, they could transform the life of a child.

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