Matthews/Mark's Anti-Crusade

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Far more difficult than getting consumers to spend their money is persuading them to volunteer their precious time—a task that remains one of the most daunting faced by any advertiser.

So, when asked to encourage people in San Diego and the surrounding communities to help others learn to read, local agency Matthews/Mark created a print campaign that leans heavily on sarcasm, guilt and, mostly, tongue-in-cheek humor.

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