Brief Outline
Background
Considerations
Tone of Voice
Deliver a creative resource that will inspire and motivate parents to read for just 10 minutes every day with their child.
Save the Children has worked in the UK since the 1920s. They campaigned on children’s nutrition from the 1930s which culminated in the introduction of free school meals for poorer children in the 1944 Education Act. Today they work in communities across the entire UK, reaching 26,000 children a year. Save the Children works in more than 120 countries.
Consider what would encourage parents to give their child a message that 10 minutes a day reading can make a difference to their potential. What would make children engage with this message and the campaign?
Fun, friendly and engaging for children as well as adults.
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. The outcome must include the Save the Children ‘Read On Get On’ logo.
OUGD603 YCN: SAVE THE CHILDREN
In September 2014, Save the Children launched its most ambitious UK-wide campaign – ‘Read On. Get On.’ – focused on getting all children reading well (reading well meaning reading book such as Treasure Island or Harry Potter) by the age of 11. Their mission is to ensure that by 2025, every child is a confident reader by age 11.
ANNA SERGISON & JANE HANSESGAARD