It’s not the first time that an agency has created an advertising message that changes depending on how it is read, but the device is particularly apt for a literacy campaign. Dublin creative agency, In The Company Of Huskies, has created a print ad for literacy charity, Suas, whose message alters from despair to determination when it is held up to the light (which may or may or may not be a poetic allusion).

The campaign, which was developed by the agency’s Cannes Young Lions winners, Emily Blaney and Niamh Ryan, uses the translucency of newspaper pages under light to deliver its message, when you can read everything, it changes everything. One half of the message tells of the struggles of an illiterate child. It is printed on the front (right hand) page. The other half, which turns the message into one of hope, is printed on the back. Put together the two halves form a message about what can be achieved when you can read everything.

Niamh Ryan commented, “With this campaign, we wanted to show the power that literacy has to change the lives of children around Ireland. Learning to read, write and practice numeracy can open up a world of opportunities to them and impact greatly on their self-esteem. This brought us to our campaign idea, When you can read everything, it changes everything.”

Emily Blaney added, “To bring this idea to life as a press ad, we wanted to instantaneously show potential volunteers the difference they could make to a child’s life by simply helping them learn to read. To do this we used the characteristics of our chosen medium to its full advantage.

The campaign launched in The Irish Independent, The Herald, The Sunday World, and Living Magazine on June 19.

Credits: 

Creative Agency: In The Company of Huskies

Creative Director: Damian Hanley

Art Director: Emily Blaney

Copywriter: Niamh Ryan

Account Executive: Cillian McSweeney

Producer: Brian Daily

Media: INM

Client: Suas Ireland

Chief Executive Officer: John Logue