Literacy is generally taken for granted in Canada, but in Quebec where literacy rates are the second lowest in the country, it’s cause for action. To help encourage book donations that would support the literacy of 200,000 children living in disadvantaged areas in Quebec, The Literacy Foundation developed a creative concept that cut through the noise. Talking bookmarks with pre-recorded audio were placed in 139 bookstores, allowing children in need to ask for different types of books, with shoppers invited to purchase and place those books in special kiosks. In less than a month, more than 100,000 books were donated and $40,000 was raised – an increase of 1,038%.