THE CHOIR OF HEROES IN BOOKS
CONTEXT
42 % of pupils up to the 8th grade are unable to form their own ideas, cannot interpret information, cannot determine similarities and differences between characters. This figure depicts a dangerously high level of functional illiteracy. Teach for Romania is the NGO which trains teachers for the vulnerable communities – places in our country where the functional illiteracy is even worse. As various studies indicate, there’s a direct correlation between literacy and children’s self-confidence, as well as their quality of life and chances for a career. Therefore, the functional illiteracy is clearly a real threat for the economic, democratic and cultural future of the entire Romanian society.
STRATEGY
The campaign should show the Romanians the alarming level of the functional illiteracy in a bold, striking and memorable manner. This way, we aim to capacitate them to help Teach for Romania in its efforts of fighting against functional illiteracy.
IDEA
HEROES IN THE BOOKS TAKE ACTION & LEAD THE FIGHT AGAINST FUNCTIONAL ILLITERACY.
When children don’t read enough or can’t understand much of what they’re reading, the heroes populating their books are in danger of perishing. Either real persons (writers, historical figures, scientists) or fictional characters from literature, they all face the threat of becoming unable to deliver their educative values & principles. That happens because they’re no longer understood and properly appreciated, due to the ravaging functional illiteracy. That’s why in our campaign they unite and sound the alarm for the all Romanians, so that they help the cause with each one’s appropriate means: by donating or by becoming a Teach for Romania teacher and help the children in vulnerable communities overcome the danger of functional illiteracy.
TVC
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