This is another nice social awareness campaign. ‘The Gift of Reading’ has been an ongoing campaign of Literacy Foundation for last 10 years. On the eve of 10th anniversary they released new ads depicting fairy-tale heroes with a small message “When a child doesn’t read, imagination disappears”. How true!

None of us can imagine childhood without daily dose of fairy tale stories. Early reading begins with tales of these fairies, prince and princesses. But yet reading is taking a back seat. Though illiteracy is one of the main reasons but there is another bigger cause and that is onslaught of audio-visual media on young minds. This ad campaign maybe focusing on the need of literacy but it can be extended to encourage children to read more books. There is a need to bring back books and words weaving imaginary world in everyday life.

Creative directors and people of ad world can fulfill social responsibility in good creative ways. This is one such effort. They can play with words, images and mass psychology better than others. If not for others they have done this one for themselves. Higher the literacy, more people will be able to read their ad messages!

Via Advertolog