PROJECT INFO:

Learning to read changes everything.

We created a two-sided newspaper ad for Suas that told two very different stories. Read normally, it showed the struggles of a child who couldn’t read or write. But when you held the page up to the light, hidden words were revealed and the story transformed into one of opportunity, education and hope.

We used the medium of the newspaper as part of the idea itself, so the act of holding the page to the light became the reveal.

And importantly, it delivered against the campaign objective too, driving a strong volunteer response for Suas.