Lowe Bull - Read, write, live

Did you know that one in three South Africans are is illiterate? The recent television campaign created for Project Literacy by advertising agency Lowe Bull, highlights the plight of illiterate South Africans. The ad makes use of rough, hand-drawn illustrations, accompanied by a stark soundtrack, which was donated by none other than Philip Glass.

The commercial shows a line drawn on a piece of paper and then a symbol most will recognise from the childhood game 'hangman'. We then see a whole valley of 'hanged men' and the ad then ends off with the frightening statistics on illiteracy.

"We assume this most basic form of education is available to everybody. With this in mind, the television ad takes a universal child-like symbol of literacy and imbues it with raw and affecting significance," says Andre Vrdoljak, art director on the campaign.
The commercial will be aired throughout the year on SABC and DSTV Channels, with the view of entering it into the annual Vuka Awards, to boost its frequency.

Superr adgrunts, see the advert here Read Write Live.