CREATIVE PARTNERS
Kent MacDonald | Art Director
Trent Jones | Copywriter
PROBLEM: Censorship is on the rise. In the school year of 2024 - 2025, 6780 books were banned.
TENSION: The more institutions try to “protect” people from ideas, the more those ideas become the ones people want most.
KEY INSIGHT: Reading is no longer about literacy – it’s about access.
THE BIG IDEA: The Readers Resistance — Join your fellow rebels in the fight against censorship.
OOH will use glow in the dark ink. Bring the full message to light when activated. Like all good rebellions they start in the shadows at night. Until the resistance is strong enough to fight in the day light
Wild posing will use UV sensitive ink to bring the message to light during the day. This is the reverse experience from the out of homes that shows when a resistance is right to fight in broad daylight.
For out of home we use Garamond, a legacy font in print production that is physiologically know to be trustworthy and it communicates stability
Meet Garamond Redacted. The new easy, breezy, and beautiful font on the block that challenges the reader to be conscious with the message they’re reading. In print this font will come to life, challenging the idea of censorship.
This guerrilla act is a bold move to spark conversation and curiosity. When you call the 1-800 number an automated message will tell you the time and location of a banned book club. Along with the password “Read Between The Bars” to gain access.
A Banned Book Club will be hosted at the Toronto Reference Library. Entry requires the secret password: Read Between The Bars.
A digital edition and Reddit thread will run alongside it, opening the floor to discuss the monthly book and censorship. It will also be able to get the information you need to set up and host your own local banned book club.
Each member gets a pin — a badge of resistance against censorship and a signal to fellow rebels.