Illiteracy affects almost one billion adults worldwide. But it's a hidden problem with those affected going to great lengths to hide their inability to read from those around them. Their world is daunting, and simple situations that most of us take for granted can become a source of embarrassment or anguish. Reading medicine instructions, doctors notes or allergy warnings are heartbreaking and potentially dangerous challenges they face on a daily basis. We brought this invisible world to life using the one thing our audience takes for granted - the ability to read. To drive awareness and empathy, we recreated moments of real anguish like worrying you would overdose your child with too much medicine. Or not being able to play with them because you can't read game instructions. We aimed to both fit in and stand out in a world of cluttered advertising, by using vividly shot images made to look like ads for stylish new consumer packaged goods.