12th Annual 'Joycee' Award - ACLC Inc. receives national literacy award

    TORONTO, March 20 /CNW/ - Toronto ad agency ACLC Inc. has received the
Honourable Joyce Fairbairn, P.C. Literacy Public Awareness Award, recognizing
the strategic and creative excellence it has shown in developing
public-awareness campaigns for ABC CANADA Literacy Foundation, and in showing
great corporate citizenship in providing its expertise and time in support of
the adult literacy cause in this country.
    In receiving the award, ACLC joins the ranks of previous award recipients
Air Canada, Blake, Cassels & Graydon LLP, Baton Broadcasting System (CTV),
CBC-Radio Canada, Canadian Cable Television Association, Canadian Community
Newspapers Association, Canadian Yellow Pages(TM) Publishers, CanWest Global
Communications Corporation, Coca-Cola Ltd., Honda Canada Inc., Maclean-Hunter
Publishing (now Rogers Media), Mediacom Inc., Royal Bank Financial Group,
Southam Inc., Taxi Advertising, and Telemedia Publishing which have all shown
exceptional generosity and innovation in their support of literacy programs in
Canada, and of ABC CANADA Literacy Foundation.
    Esmé Carroll, Chairman and CEO of ACLC, accepted the 12th annual award,
affectionately called 'the Joycee.' Senator Joyce Fairbairn, the award's
namesake and a long-standing champion of the literacy cause in Canada, made
the presentation at an awards dinner last night in Toronto. "It is an absolute
honour," said Carroll, "We are delighted to make a contribution to this
important cause."
    In presenting the award to ACLC, ABC CANADA highlighted the agency's
passion for the literacy issue, its commitment to research that reveals the
insights foundational to great creative, and its innovative approaches to
promoting the national charity's initiatives.
    "In an age when there is such competition among non-profit organizations
for precious broadcast time and print space, it is quite remarkable what ACLC
has achieved for ABC CANADA," said Alan Middleton, Executive Director,
Schulich Executive Education Centre, York University, and Chair of ABC CANADA.

    Specifically, ACLC's strategic and creative expertise developed:
    -   Two consecutive TV PSA campaigns. each taking quite different and
        striking approaches, to promote a service whereby anyone who is
        seeking information about where to find help with reading
        comprehension and math can look under "LEARN" in the Yellow Pages(TM)
        directories across the country. The current campaign, directed by
        Matt Eastman, uses a visual metaphor for those adult Canadians who
        are 'stuck' in their jobs and in their lives due to challenges with
        low literacy. The spot builds with a series of individuals held
        motionless in various situations while the rest of the world
        continues to move on and around them at a rapid pace. The voice-over
        finally reveals: "If you have problems with reading, writing or math,
        chances are you can only go so far. When you're ready to take the
        next step, look under 'LEARN' in the Yellow Pages."

        ACLC's PSAs in support of this program have realized great pick up,
        including airings on key prime-time slots such as The Late Show with
        David Letterman, The Apprentice, Ellen Degeneres and E-Talk

    -   Rebranding of all Family Literacy Day print PSAs and promotional
        materials as part of an evolution of the 10-year-old national program
        that encourages parents and children to read and learn together. The
        new look supported the notion that family literacy is not just for
        kids but is beneficial for both parents and children to acquire and
        retain literacy skills.

    -   Innovative approaches to promoting the Gutenberg Media Grab, ABC
        CANADA's online media sale and fundraiser. Targeted largely to the
        agency and media-buying community, campaigns for three years running,
        including this year's event scheduled to begin April 21, used
        different themes to highlight the price point of being able to buy
        media for 65% off the rate-card value. This year's creative,
        distributed widely to potential business buyers through an insert in
        Canadian Business magazine, features the clever use of an image of a
        partial tear of a publication's cover. In one previous year, ACLC's
        targeting media buyers and agencies included leaving humorous phone
        messages and using Zoom Media boards in 25 washrooms of some of the
        largest agencies in Canada.

    ACLC's commitment to the literacy cause and to ABC CANADA has also been
expressed in some pro bono services involving numerous creative staff, and in
Neil White, the agency's Senior Vice-President, Client Service and Planning,
providing his expertise as a member of the organization's Communications
    "ACLC's work has been exceptional," says Margaret Eaton, President, ABC
CANADA. "It is a delight to honour an organization that has supported the
cause of adult literacy with such professionalism, such generosity, and such
creative spark."

    About ACLC

    ACLC is a full service creative agency that has been producing effective
and award winning communications for its clients since 1967. ACLC is located
at 469a King Street West, a few doors west of Spadina Ave, in the heart of
production land in Toronto.

    About ABC CANADA

    ABC CANADA Literacy Foundation is Canada's private-sector voice
championing adult literacy. The national charity's initiatives and campaigns
are focused on bringing about meaningful change to raise Canadian adult
literacy skills. It envisions a Canada where individuals, regardless of their
circumstances, are provided the opportunities to increase those skills that
prepare people for realizing their full potential at work, at home and in the

For further information:

For further information: Media: Jim Pollock, Director of Communications,
(416) 218-0010, ext. 126, 1-800-303-1004, ext. 126, jpollock@abc-canada.org;
For a picture from the awards event, go to

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