TORONTO, ON - ABC CANADA Literacy Foundation today launched a national, bilingual television public service announcement (PSA) campaign that uses haunting imagery and an original score to reach out to Canadian adults who face literacy challenges to let them know that help is ‘just a few steps away’ in their Yellow Pages™ directory.

Developed by Toronto advertising agency ACLC, the 30-second spot (in both English and French) uses a visual metaphor for those adult Canadians who are ‘stuck’ in their jobs, and in their lives at home and in the community, due to literacy challenges. The spot builds with a series of individuals held motionless in various situations while the rest of the world continues to move on and around them at a rapid pace.

The viewer doesn’t know why the people are motionless until the voice-over says: “If you have problems with reading, writing or math, chances are you can only go so far. When you’re ready to take the next step, look under ‘LEARN’ in the Yellow Pages.” Yellow Pages Group, in nine provinces, and DirectWest Publishers in Saskatchewan, have provided space, pro bono, for ABC CANADA to place PSAs that provide contact information for local literacy organizations.

“This is a powerful piece,” says Margaret Eaton, President, ABC CANADA. “We are confident it will hold viewers’ attention - not only those who could seek literacy help but members of the general public who would not be aware of the reality of low literacy in Canada.”

Look Under LEARN ads open doors to local literacy help The official launch of the new PSAs took place at the Centre for Community Learning & Development (CCL&D), formerly East End Literacy - a Toronto-based literacy organization that since 1979 has served the needs of adult Canadians. CCL&D is just one of thousands of learning organizations across the country whose legion of staff members and volunteer tutors makes a difference in the lives of adults seeking literacy and numeracy skills upgrading. “We are so pleased that we could launch our campaign at CCL&D,” says Eaton. “This place is representative of the numerous organizations to which our Look Under LEARN ads directs learners.”

With the Look Under LEARN program, potential learners (or their relatives and friends, in some cases) find the phone number of an agency that can direct them to a literacy organization closest to them.

For every learner, a different reason for calling The learners enrolled in literacy programs come from various circumstances and have their unique reasons for seeking literacy help: a young mother who wants to help her child with homework; a worker who wants to advance in the company but is hindered by reading and comprehension difficulties; a grandparent who wants to read to his or her grandchild; a young man who needs his Grade 12 equivalent to enter a community college program that would lay the foundation for a career.

The new television campaign was based on research in the field, including conversations with tutors and students at literacy organizations such as Toronto-based CCL&D and St. Christopher House. A common theme that surfaced in these discussions was that people who sought literacy help did so because they had felt ‘stuck’ - that they could not move ahead and engage more fully in various activities, may they be job-related or more personal in nature, such as the parent who wants to read with his children. The new TV ad is designed to compel people to “take the next step” toward that personal fulfillment - by looking under ‘LEARN’ in the Yellow Pages™.

To view the new television PSA online, go to: /www.abc-canada.org/publicawareness/stuckcampaign.asp

Q&A about “Stuck”

ABC CANADA extends a warm thank you to everyone who donated their talents to the development and production of this PSA, which will air nationally in both English and French markets

Centre for Community Learning & Development, Toronto DirectWest Publishers National Office for Literacy and Learning (formerly National Literacy Secretariat), Human Resources and Social Development Canada (HRSDC) St. Christopher House, Toronto Yellow Pages Group Co.

The numerous LEARN and APPRENDRE partner agencies who stay by the phones across this country.

Thanks also to the creative team and contributors to the PSA project

Agency: ACLC, Toronto Creative Director: Tony Miller Copywriter: Jason Locey Art Director: Rodger Eyre Producer: Karen Blazer Agency Planner: Neil White Account Management: Kristin O’Rourke Director: Matt Eastman Production Company: The Partners Film Company Director of Photography: Brett VanDyke Producer: Todd Huskisson Executive Producer: Liane Thomas Editor & Company: Mark Paiva, School Editing Music House/ Sound Design: Fraser McDougall, Imprint Music Film: Kodak Canada

Attached: List of LEARN contacts in various parts of the country, including learners.

List of LEARN contacts in various parts of the country, including learners.

BRITISH COLUMBIA Contact: Mark Campbell, Communications Manager, Literacy BC: 604-684-0624, ext.107; mcampbell@literacy.bc.ca

Student: Ellen Szita, Courtney, BC: 250-897-1143 An immigrant to Canada when she was 18, Ellen had a troubled early life and suffered from depression as a single mother. She discovered she was dyslexic and was encouraged to attend the Victoria READ Society, from which she went on to college to complete her grade 12 in English. An articulate spokesperson for adult literacy today, she is chairperson of the Learner’s Board for the Movement of Canadian Literacy and participates in various panels and presentations at high schools, colleges, universities and industry conferences. On September 8, 1994, International Literacy Day, Ellen was awarded The Flight For Freedom Award, presented to her by the Governor General of Canada in Ottawa

ALBERTA Contact: Laura Godfrey, Literacy Alberta: 403-410-6993

Students: Lil Gallant: 780-482-3296 Daniel Haines: 780-483-1673 or 780-235-4456

SASKATCHEWAN Contact: Sheryl Harrow, READ Saskatoon, for students: 306-652-5448

MANITOBA Contact: Jan Graham, LEARN Line and Outreach Coordinator, Literacy Partners of Manitoba: 204-947-5757; learnline@mb.literacy.ca

Students: Contact Linda Bloom, Journeys Education Association for students Robin Reid or Afaf Abodigin: 204-987-2646, ext. 102; Contact Margaret Banasiak, Open Doors Adult Literacy Program, for students Maria Goncalves or Laura Paul: 204-586-1878

ONTARIO Contact: Glenn Pound, Executive Director, Metro Toronto Movement for Literacy: 416-961-5557 Matthew Shulman, Executive Director, Peel Halton Dufferin Adult Learning Network: 905-812-3533; mcshulman@phdaln.on.ca

Students: Brenda Silver, Centre for Community Learning & Development for students Maria Portillo, Rocky Speid or Kathy Stuffels: 416-968-6989;brenda@centreforcommunitylearning.ca

Maria Portillo, who dropped out of high school, decided to upgrade her literacy skills in order to provide a better life for her two children. Her goal was employment, and she now holds a permanent position as an Administrative Assistant with Toronto Housing. Maria is pleased with the turn her life has taken. She and her husband are hoping to purchase a car very soon, thereby improving the quality of life for her family and meeting her original goal. Rocky (Rodcliffe) Speid has progressed steadily towards his goal of employment as a dental assistant, and he completed a work placement at Regent Park Dental Clinic. Kathy Stuffels has the goal of working with people, especially seniors. An avid reader, Kathy has managed to maintain a fine balance between her studies and her family. Her plan is to continue next term at George Brown College.

QUEBEC Contact: Carolyn Marsh, Quebec English Literacy Alliance: 450-242-2360

NEW BRUNSWICK Contact: Connie Locke, The Literacy Coalition of New Brunswick: 506-457-1227

NOVA SCOTIA Contact: Anne Marie Downie, Executive Director, Literacy Nova Scotia: 902-897-2444; annmarie.downie@ns.sympatico.ca

Students: Wayne Baltzer, Kentville, NS: 902-678-5408 Wayne left school after spending three days in an adjusted class of grade 9. He worked many years for a company that had to lay off most of its workers, including him. He now does seasonal work as well as contract work for Valley Community Learning Association. He started in the tutoring program in 2002. Wayne has since achieved his goal of passing the GED (high school equivalency). He recognizes that in today’s society, a grade 12 is necessary to secure employment. “Where would I be without programs like KCLA (Kings County Learning Association)? I’d be stuck on welfare.” Wayne is married with three children and is considering the possibility of a future in the trades.

Jean Desmond, Truro, NS: 902-843-5178 Jean has always known that education is important, but, as an adult learner, she has now realized how important education is for her future. She is one of 10 children, with only three having graduated high school. Without a chance to attend a literacy program, most were confined to low-paying jobs. Two of Jean’s siblings have since received their GED diploma and Jean is working on her adult high school diploma. Due to the education she has received thus far, Jean, a mother of three, is now able to find not only a job but a career. She is enrolled as a learner with the ALP program, NSCC Truro Campus.

PRINCE EDWARD ISLAND Contact: Catherine O’Bryan, Executive Director, PEI Literacy Alliance: 902-368-3620

Student: Dianne Smith, Charlottetown: 902-393-7603; diannesmith4935@hotmail.com Dianne Smith received fundamental phonics education from Spell Read, and ultimately received her GED high school equivalency from Holland College a little before her 50th birthday. She now runs a highly successful licensed community-care facility in Charlottetown.

NEWFOUNDLAND AND LABRADOR Contact: Caroline Vaughan, Executive Director, Literacy Newfoundland and Labrador: 709-738-7323; cvaughan@literacy nl.com

Student: Richard Miller: 709-466-3288; arnmiller2001@yahoo.com Richard is a learner who has worked with dedication to bring his literacy and education skills to their present level. He began his return to learning through the Clarenville Literacy Council, which he approached to get assistance with his basic literacy skills. From this beginning, Richard has worked through a one-on-one tutoring placement, the Adult Basic Education program in Newfoundland and Labrador, and is currently nearing certificate completion at the Marine Institute.

YUKON Contact: Debbie Parent, Executive Director, Yukon Learn: 867-668-6280; dparent@yukonlearn.com

NORTHWEST TERRITORIES Contact: Cate Sills, Executive Director, NWT Literacy Council: 867-873-9262; csills@nwtliteracy.ca

NUNAVUT Contact: Kim Crockatt, Executive Director, Nunavut Literacy Council: 867-983-2678/ 2263; kimcr@qiniq.com