PSAs

These Clever Finnish Billboards Are Written in Gibberish for One Important Reason

A new illiteracy PSA has TBWA\Helsinki enlisting brands and influencers to run ads in a made up language

World Vision Finland, which campaigns for child education worldwide, convinced brands to run real billboard ads with a fake, made up language that nobody could understand.
World Vision Finland, which campaigns for child education worldwide, convinced brands to run real billboard ads with a fake, made up language that nobody could understand. World Vision Finland, TBWA\Helsinki
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By Sara Spary

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Education is crucial for helping a person reach their full potential, but for socioeconomic reasons not everyone has the chance to learn to read, leaving those who miss out at a lifelong disadvantage.

If you’re reading this article, then you are one of the lucky ones. But have you ever wondered what it feels like not to be able to read words?

The charity World Vision Finland and agency TBWA\Helsinki developed a clever way to help people understand.

The nonprofit, which campaigns for child education worldwide, convinced brands to run real billboard ads with a fake, made up language that nobody could understand.

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Headshot of Sara Spary

Sara Spary

Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.

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