The LEARN Campaign

The LEARN program is a national network of literacy organizations that connects Canadian adults with literacy challenges to support in their community. The program is supported by a national, bilingual multimedia advertising campaign called Look Under LEARN, or LEARN for short, that informs Canadians about where they can find help with their reading, writing and math skills.

LEARN Campaign success

Through the years, the LEARN campaign has helped thousands upon thousands of Canadian adults. ABC CANADA’s 1994 research study, The Impact of ABC CANADA’s LEARN Campaign, underscored the success of this campaign (view summary report The LEARN Campaign: A Model Partnership Helping Canadians Learn to Learn in PDF).

The LEARN campaign in Yellow Pages™ Directories

The tagline “Look under LEARN in the Yellow Pages™” informs people of where to find contact information for local adult literacy organizations in every Yellow Pages™ directory in Canada. The different telephone numbers that appear on LEARN pages represent local, regional and provincial literacy organizations. We wish to give special thanks to DirectWest Publishers and Yellow Pages Group Co. for providing the space for these ads, and for their continued support of the LEARN Campaign.

CASSIES Gala Awards

The LEARN Campaign was honoured with the Certificate of Distinction in the Not-for-Profit category at the CASSIES Gala Awards. Unlike other advertising awards which recognize the creative aspect of ads, the Canadian Advertising Success Stories (CASSIES) are only awarded to campaigns with proven business results over a two-year period.

Stuck PSA

Stuck/Immobilisé, a 30-second Public Service Announcement (PSA) developed free of charge by Toronto advertising agency ACLC Inc., compels people with low literacy to “take the next step” toward greater reading, writing and math skills by looking under LEARN in the Yellow Pages™, which then directs them to literacy resources in their community. We wish to thank ACLC, director Matt Eastman, and the many creative and corporate supporters who participated in the production of Stuck/Immobilisé

Archive of past Public Service Announcements (PSAs)