Pearson: Card

Credits & Description:

Agency: FCB Inferno
Brand: Project Literacy by Pearson
Chief Creative Officer: Owen Lee
Senior Art Director: Jessica Giles
Senior Copywriter: Austin Hamilton
Strategy Director: Julie Lagan
Senior Producer: Bridie Scriven
Business Director: Helena Georghiou
Senior Account Manager: Charlie Griffith
Graduate: Emma King
Production Company: COY! Communications
Photographer: Joe Giacomet
Published: April 2018
Synopsis:
FCB Inferno continue their work with Project Literacy, by drawing attention to the challenges associated with the issue of adult illiteracy, with the ‘Daunting World’ campaign. Project Literacy is a movement founded and convened by global education company Pearson to help advance global literacy. FCB Inferno partnered with advertising legend Mark Denton to create a series of images that bring to life some of the challenges faced by adults who struggle to read and write. The suite of eye-catching photographs taken by and Art Directed by Mark, show everyday objects such as detergent bottles, greetings cards and board games. On closer inspection of the image, the viewer will realize that these are 'pack shots with a twist' as the message on each object explains the challenges these everyday objects can present for people who cannot read. The stories that have been brought to life are real, having been relayed to the Project Literacy team by the newly literate adults they have been working with as part of the campaign. One image of a medicine bottle, for example, directly reflects the story told by Wanda, a newly literate adult from Philadelphia, USA, who movingly described the anxiety she felt each
time she had to give her children medicine when they were sick because she could not read the instructions on the packaging.
The world is a more daunting place for almost one billion adults who struggle to read and write.
Help break the cycle of illiteracy at https://www.projectliteracy.co... .