Project Literacy was established by FTSE 100 learning company, Pearson, to make significant and sustainable advances in the fight against illiteracy, which affects 1 in 10 people globally. It brings together organisations spanning from UNESCO, to Microsoft, to the National Literacy Trust.
Pearson briefed FCB Inferno on behalf of Project Literacy to raise awareness of the scale, severity and consequences of illiteracy, and position it as an urgent global issue. The objective is for illiteracy to be placed higher on the political agenda and, ultimately, for the United Nations to make illiteracy a more measurable target within the 4th Sustainable Development Goals so that by 2030 no child will be born at risk of illiteracy.
In a 90-second film, produced by 1stAveMachine London, the ‘Alphabet of Illiteracy’ is set to the catchy melody of the 1948 hit ‘A you’re Adorable’. Each letter is represented by a hand crafted sculpture by Wilfrid Wood, known for his satirical work on Spitting Image. These sculptures have been animated by Red Knuckles, an agency that includes Gorrilaz and BBC as its clients. The film is being seeded in the UK by The Village Communications across digital platforms including YouTube, Facebook, Unruly and Virool, targeting the millennial audience, with a focus on those who have a particular interest in social issues and those who are highly active and influential in social media.
Chief Creative Officer: Owen Lee
Senior Art Director: Julia Ferrier
Senior Copywriter: Martin McAllister
Additional Credits: Head of Strategy: Chris Baker
Senior Strategist: Nic Willison
Business Director: Tom Kingham
Account Director: Helena Georghiou
Senior Account Manager: Olivia Pearson
Account Manager: Charlie Griffith
Producer: Charlotte McConnell, Kate Grenfell
Social Media Manager: Laura Visick
Production Company: 1stAveMachine
Designer/Sculptor: Wilfrid Wood
Animation: Red Knuckles
Producer: Claire Plaskow
Executive Producer: Isabella Parish
Senior Interactive Designer: Nick Vassou
Interactive Producer: Kit Peebles
Build: Mobile Bakery, Barcelona
Seeding: Village Communications