2020 Winner

CASE SUMMARY

More than one out of every five Quebecers has significant difficulty reading and writing. Believing that the people who have overcome those struggles are the best positioned to encourage others to take steps towards literacy training, the Literacy Foundation launched “Reading Pays Off.” The radio campaign showcases formerly illiterate people who have been hired to read real ads for seven of Sid Lee’s major clients, namely National Bank, Belairdirect, IGA, Réno- Dépôt, Rona, St-Hubert and Videotron, that then aired on radio. Through seven announcers and 300 weekly broadcasts, the campaign reached 1.6 million listeners.

Credits

Literacy Foundation – Reading Pays Off: Geneviève Lanoue LaRue, Olivier Roeyaerts

Fonds de solidarité FTQ: Geneviève Diraddo

Agency: Sid Lee
Executive creative director: Alex Bernier
Creative director: Maxime Paiement
Creation team: Gabrielle Regimbal, Simon Caspar, Miriam Rondeau
Editing: Sarah Bérubé
Journalist: Stephanie Verge
Videographers: Renaud Stanton, Alex Miglierina
Account services and production: Marie-Pier Lavoie Sigouin
Media strategist: Nicolas Gagnon
Public relations: Yanik Deschesne, Jean-Samuel Plante
Strategy: Pauline Després
Production: Sid Lee Studio
Media: COGECO
Audio: BLVD