TORONTO, ON – Toronto ad agency ACLC Inc. has received the Honourable Joyce Fairbairn, P.C. Literacy Public Awareness Award, recognizing the strategic and creative excellence it has shown in developing public-awareness campaigns for ABC CANADA Literacy Foundation, and in showing great corporate citizenship in providing its expertise and time in support of the adult literacy cause in this country.

In receiving the award, ACLC joins the ranks of previous award recipients Air Canada, Blake, Cassels & Graydon LLP, Baton Broadcasting System (CTV), CBC-Radio Canada, Canadian Cable Television Association, Canadian Community Newspapers Association, Canadian Yellow Pages™ Publishers, CanWest Global Communications Corporation, Coca-Cola Ltd., Honda Canada Inc., Maclean-Hunter Publishing (now Rogers Media), Mediacom Inc., Royal Bank Financial Group, Southam Inc., Taxi Advertising, and Telemedia Publishing which have all shown exceptional generosity and innovation in their support of literacy programs in Canada, and of ABC CANADA Literacy Foundation.

Esmé Carroll, Chairman and CEO of ACLC, accepted the 12th annual award, affectionately called ‘the Joycee.’ Senator Joyce Fairbairn, the award’s namesake and a long-standing champion of the literacy cause in Canada, made the presentation at an awards dinner last night in Toronto. “It is an absolute honour,” said Carroll, “We are delighted to make a contribution to this important cause.”

In presenting the award to ACLC, ABC CANADA highlighted the agency’s passion for the literacy issue, its commitment to research that reveals the insights foundational to great creative, and its innovative approaches to promoting the national charity’s initiatives.

“In an age when there is such competition among non-profit organizations for precious broadcast time and print space, it is quite remarkable what ACLC has achieved for ABC CANADA,” said Alan Middleton, Executive Director, Schulich Executive Education Centre, York University, and Chair of ABC CANADA.

Specifically, ACLC’s strategic and creative expertise developed:

Two consecutive TV PSA campaigns, each taking quite different and striking approaches, to promote a service whereby anyone who is seeking information about where to find help with reading comprehension and math can look under “LEARN” in the Yellow Pages™ directories across the country.

The current campaign, directed by Matt Eastman, uses a visual metaphor for those adult Canadians who are ‘stuck’ in their jobs and in their lives due to challenges with low literacy. 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 voice-over finally reveals: “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.”

ACLC’s PSAs in support of this program have realized great pick up, including airings on key prime-time slots such as The Late Show with David Letterman, The Apprentice, Ellen Degeneres and E-Talk Entertainment.

Rebranding of all Family Literacy Day print PSAs and promotional materials as part of an evolution of the 10-year-old national program that encourages parents and children to read and learn together. The new look supported the notion that family literacy is not just for kids but is beneficial for both parents and children to acquire and retain literacy skills.

Innovative approaches to promoting the Gutenberg Media Grab, ABC CANADA’s online media sale and fundraiser. Targeted largely to the agency and media-buying community, campaigns for three years running, including this year’s event scheduled to begin April 21, used different themes to highlight the price point of being able to buy media for 65% off the rate-card value. This year’s creative, distributed widely to potential business buyers through an insert in Canadian Business magazine, features the clever use of an image of a partial tear of a publication’s cover. In one previous year, ACLC’s targeting media buyers and agencies included leaving humorous phone messages and using Zoom Media boards in 25 washrooms of some of the largest agencies in Canada.

ACLC’s commitment to the literacy cause and to ABC CANADA has also been expressed in some pro bono services involving numerous creative staff, and in Neil White, the agency’s Senior Vice-President, Client Service and Planning, providing his expertise as a member of the organization’s Communications Committee.

“ACLC’s work has been exceptional,” says Margaret Eaton, President, ABC CANADA. “It is a delight to honour an organization that has supported the cause of adult literacy with such professionalism, such generosity, and such creative spark.”

Media, please contact: Jim Pollock, Director of Communications: 416-218-0010, ext. 126; 1-800-303-1004, ext. 126; jpollock@abc-canada.org

Pictures from the event

Photo credit: Stephanie Lake, CP Images

Esmé Carroll, Chairman and CEO, ACLC holds the ‘Joycee,’ along with (left to right) Margaret Eaton, President, and Alan Middleton, Chair, ABC CANADA, Howard Beauchamp, Senior Art Director, Neil White, Senior Vice-President, Client Service & Planning, and (front row) Steve Conover, Senior Vice-President, Writer, ACLC.

Photo credit: Stephanie Lake, CP Images

ACLC wins the 2008 Joycee: (front) Esmé Carroll, Chairman and CEO; Neil White, Senior Vice-President, Client Service & Planning; and Howard Beauchamp, Senior Art Director; and Steve Conover, Senior Vice-President, Writer.

About ACLC

ACLC is a full service creative agency that has been producing effective and award winning communications for its clients since 1967. ACLC is located at 469a King Street West, a few doors west of Spadina Ave, in the heart of production land in Toronto.

About ABC CANADA

ABC CANADA Literacy Foundation is Canada’s private-sector voice championing adult literacy. The national charity’s initiatives and campaigns are focused on bringing about meaningful change to raise Canadian adult literacy skills. It envisions a Canada where individuals, regardless of their circumstances, are provided the opportunities to increase those skills that prepare people for realizing their full potential at work, at home and in the community.