ABC Canada

The initial phase of the campaign takes a benign object - a piece of paper - and turns it into a barrier similar to the obstacle experienced by people who struggle with literacy. The familiar blue lines take on new meaning as they are turned into jail bars, a maze, and a brick wall.
This was executed in newspaper, magazine, and a special "talking poster" featuring a piece of paper with a button in the middle. When pressed, a recording tells the listener, "This poster has no printed words. That’s because five million adult Canadians would have a hard time reading them."
To help overcome learners’ fear of failure, we created a TV commercial that let them know they could succeed at improving their literacy skills.