Client
- The National Literacy Trust
Our Services
- Brand Strategy
- Visual Identity Design
- Graphic Design & Illustration
- Display Advertising & Print
- Campaign Delivery
- Art Direction
THE MISSION
The brief is to deliver a creative resource that will inspire and motivate our target audience of dads to read to their children for just 10 minutes every day.
The creative can take any form (for example print or online advertising, a video, infographic, an experiential movement etc), but it must leave audiences with an understanding of just how much of a difference 10 minutes a day reading with a child can make.
"It all starts with a book."
Proposition & Target Audience
10 minutes a day reading can make a difference to that child’s future potential.
From an extensive literature review we have established that as little as 10 minutes reading a day would make a real difference and everyone can do something. Whilst the number of minutes does not need to be exact, advice from experts was that a message of ‘as little as 10 minutes a day’ could have a big impact without feeling like an onerous task to parents and carers. It will take everyone: mums, dads, carers, grandparents, businesses, volunteers, teachers and role models like footballers and others.
The 10 minutes of reading can be anywhere and everywhere – from reading books, to tablets, road signs and high street signs. The essential thing is to have the regular, consistent time with an adult.
In addition, we know that mothers and fathers reading with their children matters, but fathers can have a particular impact. A father reading daily to a five year old means that child’s reading will be almost half a year more advanced than a child read to less than once a week by their father.
Audience
Dads – mainly those with children under 11 and particularly those in low-income families (C2DE socio groups).
Objectives
• To increase home reading by dads – 10 minute a day message to children
• For dads seeing the campaign to have increased awareness that reading just 10 minutes a day with a child makes a difference to their potential
• Build upon the campaign’s launch momentum by continuing to raise salience and public profile of the issue
• By 2025 all children in the UK reading well by the age of 11
• To raise awareness for the Save the Children brand, and raise awareness for UK child poverty, reading in particular
What is the personality?
The tone of ‘Read On. Get On.’ to parents is fun, personable, enthusiastic and engaging. We want people to know that they can make a difference in their child’s life for only 10 minutes a day.
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