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World Literacy Canada breaks new campaign

World Literacy Canada has begun a new marketing campaign called "Open Book" to coincide with its 60th anniversary. Developed by Grey Canada of Toronto, the awareness campaign consists of print advertising and online video. The creative uses the image of an opening book separating a person from a bad situation to illustrate the importance of literacy.

"The simple act of opening a book can have significant social and economic impact beyond just learning to read," said Patrick Scissons, chief creative officer at Grey Canada. "We wanted to raise the issue of literacy beyond the words on a page."

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