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Pearson builds on its Project Literacy initiative with a campaign focusing on adult illiteracy.

The new ad by FCB Inferno, which launches at the SXSW festival in Austin, Texas, on Monday, highlights how to break the intergenerational cycle of illiteracy by empowering adults to read and write. It is set to Human by Rag’n’Bone Man. The ad was written by Austin Hamilton and art directed by Jessica Giles.