SAN DIEGO COUNCIL ON LITERACY
Situation:
How do you get people to volunteer their time to become literacy tutors when even raising money for the cause has proven difficult?
Strategy:
Compelling, reverse psychology.
Media:
Posters
Copy:
"Keep America Stupid" - This country has enough smart people. If you believe in keeping people from living fulfilled lives - do not join the growing army of volunteers from the San Diego Council on Literacy. If you believe this country needs to keep people emotionally and intellectually starving - do not call 1-888-850-READ. Do not allow yourself to be suckered in by that warm feeling. Helping people learn to read will only make them more capable and productive - and who knows where that will lead?
"San Diego Needs More Book Burnings" - Too many people are learning to read. All at the hands of a growing army of volunteers from the San Diego Council on Literacy. If you believe in keeping people from realizing their true potential - do not join their ranks. If you believe that others do not deserve a chance to live richer and more fulfilled lives - do not call 1-888-850-READ. Do not allow yourself to be suckered in by that warm feeling. Helping people learn to read will only make them more capable and productive - and who knows where that will lead?
"Fight Literacy" - If you believe in keeping people from improving their lives - do not help them learn how to read. If you believe some people do not deserve a chance to get ahead - do not join the growing army of volunteers from the San Diego Council on Literacy. Do not call 1-888-850-READ. Do not allow yourself to be suckered in by that warm feeling. Helping people learn to read will only make them more capable and productive - and who knows where that will lead?
