Launched around 2010–2011 by agency Bleublancrouge Média, this guerrilla-style stunt transformed everyday vending machines into “word dispensers” to spotlight how low literacy “costs” society—lost jobs, isolation, and unfulfilled potential. It won a Grand Prix at the 2011 Prix Média awards in the under-$250K campaign category, praised for its clever media buy and emotional punch.
- The Concept: Repurposed coin-operated machines (like soda vendors) were wrapped in faux “deposit” branding, but instead of drinks, inserting a coin (e.g., $1–$2) dispensed motivational notes, literacy facts, or QR-linked resources—not literal words, but “deposits” into your knowledge bank. Some versions “vended” mini-booklets or referral cards to Info-Alpha (their helpline: 1-866-334-Alpha).
- Interactive Twist: Machines displayed stats like “Illiteracy costs Quebec $1.5B yearly” or “1 in 2 adults struggles with forms,” urging inserts for a “word boost.” Tie-in ads encouraged donations to fund real books for kids.
- Goal: Demystify literacy barriers in high-traffic spots, sparking conversations. It aligned with their Gift of Reading, where donors “buy” books for needy families.
The campaign generated buzz—media pickups in Infopresse and Le Devoir—boosting helpline calls by 20% and donations for Gift of Reading (now serving 50K+ kids yearly). It wasn’t a permanent install but inspired ongoing activations, like 2022’s “Campagne 2022” with digital word challenges.
The idea is to buy words for people who can’t read them. When you buy a word to support literacy efforts, the money that you contribute goes towards the foundation to fund programs.
Justin Kingsley, VP special operations, Bleublancrouge