Fight for literacy: Mascara

The ANLCI is a governmental agency that gathers nearly 60 local associations. Their goal is to put an end to illiteracy in France. The campaign was aimed to remind everyone that 3 million people are handicapped everyday by illiteracy. A second aim was to push people to sign the petition to make of illiteracy the national great cause of 2013 (decision to be made by the government in february 2013).
The campaign puts everyone in the same situation as illiterate people. At first you see an ordinary commercial poster for a car, a beach resort or a mascara. Then you realize it is not, because you can read, on the contrary of 3 million illiterate people in France.