In an effort to increase the number of literate adults in the Commonwealth, Allen & Gerritsen created a pro-bono TV and print campaign for Literacy Volunteers of Massachusetts, which is appearing in publications and on TV and billboards.
"We like to give something back to the community—that's the reason we contribute a significant amount of time and effort [to pro-bono projects]," said Mick O'Brien, co-creative director at the Watertown, Mass. agency.
In one TV spot, a man is shown having a hard time reading a Hawthorne novel—whereas not long before, he struggled with a Hallmark card.
Each year, the Advertising Club of Greater Boston organizes the event, choosing both an agency and a deserving public service organization.
"The campaign provides great benefits for the nonprofit organizations and it's great exposure for the agency," said Bethany Kendall, president of the Ad Club. Allen & Gerritsen faced the challenge of creating sensitive, yet effective, TV and print ads.