From its inception, ABC CANADA Literacy Foundation has focused on raising public awareness of the literacy cause, urging government, business and labour leaders to develop policies and practices to actively promote a literate adult population.

On September 8, 1990 – International Literacy Day in International Literacy Year – ABC CANADA Literacy Foundation was launched by a group of business, labour and education leaders who were concerned that wide-spread low literacy among adult Canadians was jeopardizing the social and economic well-being of this country.

With that beginning, ABC CANADA struck out in its role as researcher, informer and convener to share information that would promote investment in literacy. ABC CANADA had the good fortune to be led by a very talented group of individuals from reputed organizations, including Southam Inc., Coles Books, the Bank of Montreal, Canada Post Corporation and Canadian Federation of Labour.

The 1990s saw the launch of some major programs in support of adult literacy. In 1993, ABC CANADA assumed management of the PGI Golf Tournaments for Literacy, an annual, national fundraiser for literacy founded by journalist, broadcaster and ABC CANADA Board member Peter Gzowski. Known across the country as ‘the PGIs’ (for Peter Gzowski Invitationals), the golf tournaments have raised more than $10 million, net, to literacy organizations since its inception.

ABC CANADA also launched the Peter Gzowski Literacy Award of Merit in 1993 to recognize Canadian journalists, in any medium, whose work has contributed significantly to the literacy issue.

The awards program builds notoriety and prestige each year as journalists from the largest media outlets to the smallest town newspapers receive their well-deserved awards.

Helping adults with literacy challenges

In 1994 ABC CANADA launched the LEARN program. This national initiative directs adults to literacy practitioners in their region through advertisements placed under “LEARN” in all local Yellow Pages™ directories. The program is supported by print, broadcast and online public service announcements. These national awareness campaigns, developed by a number of major Canadian advertising agencies through the years, have reached millions of adult Canadians and their friends and family members seeking literacy help in their community.

Making the workplace a key focus

The workplace is a key setting for the promotion of adult literacy. As a result, raising awareness about the social and economic benefits of investing in workplace literacy has been an ongoing focus at ABC CANADA. Since its first workplace literacy awareness campaign in 1995 ABC CANADA has convened key business, labour, education and government representatives in different forums to discuss workplace literacy issues.

In 1999, in conjunction with other key national literacy organizations, ABC CANADA conducted the National Summit on Literacy and Productivity, an event that brought together senior representatives from the literacy field, government, media, labour and corporate Canada. That same year, ABC CANADA released The Impact of Basic Skills Programs on Canadian Workplaces, a report reflecting research on 53 workplaces.

Recognizing valued supporters

• The Joycee: In 1998, ABC CANADA inaugurated The Honourable Joyce Fairbairn, P.C. Literacy Public Awareness Award. Affectionately known as the ‘Joycee,’ the award recognizes the great contributions that Canadian corporations have made in supporting ABC CANADA’s literacy initiatives. Its namesake is Senator Joyce Fairbairn, a long-standing champion of the literacy cause.
• Canadian corporations and media: As the Joycee underscores, corporate Canada has been extremely supportive of ABC CANADA. Recognizing the importance of promoting literacy among Canadians, many corporations and virtually all media organizations in the country have helped support ABC CANADA programs and donated media space for public service announcements. Some of Canada’s most renowned ad agencies and numerous supply companies have also offered their creative services and resources in support of ABC CANADA campaigns.
• Gutenberg Media Grab: Print media have also been very generous in supporting the Gutenberg Media Grab, an online fundraiser for ABC CANADA launched in 2002. The Gutenberg Media Grab is an online sale of ad space, donated by newspaper, magazine, online and out-of-home media organizations across the country, offering savings of 65% off the rate-card value, with all proceeds going to ABC CANADA. The precursor to this online sale was the one-time Gutenberg Fair, a circus-themed event held in Toronto in 2000.

Recognizing the value of family literacy

• Penny’s Odyssey: One of ABC CANADA’s most long-standing corporate supporters is Honda Canada. In 1999, along with ABC CANADA, Honda Canada co-produced Penny’s Odyssey, a made-for-TV movie that aired in prime time on CTV on January 27 of that year. The movie told the story of a young girl who tried to hide her challenges with literacy from her family and friends.
• Family Literacy Day – January 27: Penny’s Odyssey was so well received that ABC CANADA and Honda Canada officially declared January 27 Family Literacy Day, establishing an annual national day that celebrates families reading and learning together. The day has been embraced by libraries, literacy organizations, schools and families across the country.
• Robert Munsch, beloved children’s writer and Canada’s best-selling author, joined the Family Literacy Program as Honourary Chair in 2003. Family literacy is a wonderful way for both children and their parents to keep their literacy skills sharp, and to encourage a lifelong love of reading and learning.

A trusted resource for all literacy issues

• Summarizing key research: In 2005, the latest statistics concerning Canadians’ literacy proficiency were released. ABC CANADA summarized the information from Statistics Canada and the Organization for Economic Co-operation and Development (OECD) into two brief, easily understood documents.
• Look through the Literacy Lens: In that same year, ABC CANADA also created a pamphlet, Look through the Literacy Lens, which highlighted some key findings about literacy related to specific groups such as seniors, Aboriginal people, immigrants and youth.
• Canadian CEO: With its long-standing focus on workplace literacy, ABC CANADA also produced Canadian CEO, a publication showcasing leadership shown by business and labour in developing and implementing workplace literacy and essential skills training programs. In 2008, the popular publication became a special ABC CANADA Report on Workplace Literacy and a supplement in Canadian Business magazine, reaching a highly-qualified business audience.
• Literacy at Work newsletter: In the latter part of 2007 and the first quarter of 2008, ABC CANADA thoroughly revamped its website and other publications, including making its Literacy at Work an electronic newsletter. This was done as a natural evolution of its materials, but it also served to re-state one of ABC CANADA’s purposes dating back to day one: to provide information that is useful to the literacy community and effective in raising the public’s awareness of the importance of adult literacy.