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ABC CANADA Partners with Brandworks International On National Advertising Campaign For Family Literacy Day 2010 “Read Together. Grow Together.”
Wednesday, October 21, 2009




TORONTO (October 16, 2009) – ABC CANADA Literacy Foundation is pleased to announce that Brandworks International has been selected to develop the national advertising campaign for Family Literacy Day (FLD) 2010. The Family Literacy Day Campaign will break this year in October with hundreds of donated ads in publications, billboards, online banners, radio spots, transit shelters and LED boards across the country.

The “Read Together. Grow Together.” campaign uses a number of images to highlight fun and engaging activities that families can do together that aren’t traditionally associated with literacy. Simple everyday activities such as following a recipe, singing karaoke style, making greeting cards and even following directions help families learn and grow together.

“It is an honour and a privilege to be working with ABC CANADA again. It is a tremendous organization with a mandate that is gaining increased scope and importance as Canada and Canadians compete in the wider global community and economy.” Lorne Kirshenbaum, Principal, Brandworks.

Family Literacy Day, held annually on January 27, was developed by ABC CANADA and Honda Canada in 1999, to encourage families to read and learn together on a daily basis. Over 300,000 Canadians take part in this initiative every year by hosting FLD parties or participating in literacy activities in schools, libraries and literacy organizations across the country. 

“Family Literacy Day promotes the importance of families reading and learning together and celebrates the benefits that family literacy practise can have on both the adult and child. This campaign does a great job of showing this through a series of clever advertisements that show literacy is beyond books. We are very pleased to be working with Brandworks. Their enthusiasm and creativity is only surpassed by their commitment to this program.” said Rina Khosla, Director of Marketing and Partnerships, ABC CANADA.

While some of the promotional material will be printed and handed out on and
around Family Literacy Day, ALL of the ads, promotional material and campaign posters will be available to download at FamilyLiteracyDay.ca. The files will
be created in both black and white as well as colour so that they can be
printed off in the preferred format. This gives sponsors, teachers and
parents the opportunity to choose what activities and allows them to
print/distribute as many copies as they like.



About Brandworks International Inc.


Brandworks is a privately held full-service marketing and communications company with an emphasis on all things branding. They act as Agency of Record, a branding consultancy and as a strategy and planning group. For over 16 years, they have successfully combined branding and brand development with go-to-market execution. Their current client list includes Nikon Canada, Xplornet Internet Services, various Ontario government ministries, Ontario Toyota Dealers Advertising Association, Tetra Pak and William Grant & Sons. For more information, visit www.brandworks.com.



About ABC CANADA Literacy Foundation



ABC CANADA Literacy Foundation is Canada’s private-sector voice championing adult literacy. The national charity envisions a Canada where individuals, regardless of their circumstances, are provided the opportunities to increase the skills that prepare people for realizing their full potential 
at work, at home and in the community. To learn more, visit www.abc-canada.org.
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