Illiteracy is the root cause of many of the world’s biggest problems. We used the building blocks of reading and writing, the ABCs, to demonstrate the link between illiteracy and 26 major problems facing the world today.
As the digital Creative Director we created a complementary social media strategy across Facebook, Instagram, Twitter, YouTube and Tumblr, tells the story of each letter, highlighting Project Literacy partners’ work and the experiences of those affected by illiteracy. Key social influencers, such as those close to literacy and sustainable development and a number of high profile partners, are being engaged to add their voices to the campaign.
We also built an interactive website that houses the entire project. Users can explore the 26 issues in detail and show their support by signing the Project Literacy petition.
Creative Director: Martin Mcallister
Digital Creative Director: Tim Palmer
Executive Creative Director: Owen Lee