New corporate name, brand identity and strategic vision for ABC Life Literacy
Canada to reflect importance of literacy and lifelong learning

Formerly ABC CANADA Literacy Foundation, leading national non-profit celebrates 20 years in 2010, and lifelong and life-wide learning highlight new three-year strategic plan for key stakeholders

TORONTO, March 2 /CNW/ - ABC CANADA Literacy Foundation officially announced a new organizational name, new brand identity and new three-year strategic plan. Now ABC Life Literacy Canada, the organization's new name signals the importance of lifelong and life-wide literacy and learning; the skills you need to live your life and the new skills you need to acquire throughout your life. The announcement coincides with International Adult Learners' Week (March 1-7, 2010) and also kicks off initiatives to celebrate the organization's 20th anniversary in 2010.

"Today represents a landmark moment in the 20-year history of our organization. Our board, volunteers, and staff are thrilled to become ABC Life Literacy Canada," says Margaret Eaton, President, ABC Life Literacy Canada. "Our new branding reflects our vision of literacy as lifelong and life-wide, and reinforces our commitment to the adult learner, employers and unions, the public and the literacy field. We will demonstrate this through leadership in our excellent programs, communications and partnerships."

    The new organizational name and identity support ABC Life Literacy
Canada's new strategic plan. Highlights from the plan include:

    -   Providing adult learners with the tools and resources they need, such
        as the 'Look Under Learn' program and new financial literacy program,
        'Money Matters';
    -   Engaging employers and unions to implement literacy and essential
        skills training in the workplace through initiatives such as
        'Essential Skills Day';
    -   Helping the public understand and support adult literacy and lifelong
        learning through initiatives such as social media outreach and the
        new program, Life Literacy Ambassadors;
    -   Collaborating with and supporting the literacy field by providing
        tools and resources such as Family Literacy Day; and
    -   Increasing ABC Life Literacy Canada's effectiveness, including
        excellence in fundraising, sponsorship and communications.

ABC Life Literacy Canada's new name and brand identity was developed by Toronto-based design firm, Fisheye Corporation. A new website has been developed to reflect the new name and brand identity. Please visit

Celebrating 20 years of engaging millions of Canadians in life literacy, ABC Life Literacy Canada was launched during International Literacy Year (1990) by a group of business, labour and education leaders concerned about the social and economic effects of wide spread literacy challenges among Canadian adults. Four out of 10 adult Canadians, age 16 to 65 continue to struggle with low literacy.

International Adult Learners' Week

International Adult Learners' Week (March 1 - 7, 2010) is an annual celebration of adult education and success stories in learning and literacy. ABC Life Literacy Canada and its literacy partners present the 'Learning Challenge' to help Canadians learn and thrive at work and at home. Learning Challenges include, but are not limited to:

    -   Sign up for a computer course
    -   Learn how to operate a new machine/piece of equipment at work
    -   Add your comments to a blog, or other social media outlet like
        Facebook or Twitter
    -   Read the instructions for your camera or cell phone
    -   Take the time to teach someone a new technical skill

About ABC Life Literacy Canada:

ABC Life Literacy Canada is a non-profit organization that inspires Canadians to increase their literacy skills. We mobilize business, government and communities to support lifelong learning and achieve our goals through leadership in programs, communications and partnerships. ABC Life Literacy Canada envisions a Canada where everyone has the skills they need to live a fully engaged life. For the latest news and information on adult literacy please visit, follow us on Twitter ( or join our Facebook page. (

SOURCE ABC Life Literacy Canada

For further information: For further information: Ashley Tilley, Communications Coordinator, ABC Life Literacy Canada, Tel: (416) 218-0010, ext. 127,; Nikki Luscombe, Communications Manager, ABC Life Literacy Canada, Tel: (416) 218-0010 x122,

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ABC Life Literacy Canada

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