These posters use a clever strategy to shine a light on illiteracy in France. Created by ad agency DDB Paris for a literacy campaign in the country, they look like typical advertisements for a car, mascara, bikini, holiday, computer, and a movie, but the text includes illiteracy stats and campaign information.
The posters reward those who take a closer look, as the people who just glance at them or can’t read the text don’t discover the point behind them. They state that over 3 million people in France (and almost 10% of those aged 18-65) will keep on thinking they’re real ads because they can’t read.
They ask those who read the ads to help make illiteracy the national cause of 2013 and direct them to sign a petition of the National Agency for the Fight Against Illiteracy in France.
The Huffington Post reports that the campaign has been awarded a ‘Yellow Pencil’ by the Designers and Art Directors Club (D&AD) in the UK. Click through to see the ads, which have been translated into English: