123:Read2Me

I,2,3 – Improved optics increasing awareness

Many of us take for granted that all children are read bedtime stories. But that is not always the case— unfortunately.

When Pressroom connected with 123Read2Me (123) we focused on overhauling their branding, brochures, stickers, bookmarks, and website to create cohesive messaging to turbocharge awareness of 123, which brings books to children in need.

Jeff and Melinda Shelley, Founders of 123, say that the approach and support from Pressroom, has allowed them to reduce their long wish list and to make important improvements that are already reaping benefits. The first steps to literacy start with putting books in the hands of children and research shows how important it is: “The highest rate of return in early childhood development comes from investing as early as possible, from birth through age five, in disadvantaged families. Starting at age three or four is too little too late, as it fails to recognize that skills beget skills in a complementary and dynamic way. Efforts should focus on the first years for the greatest efficiency and effectiveness. The best investment is in quality early childhood development from birth to five for disadvantaged children and their families.” James J. Heckman*

We’ve worked together—Pressroom and 123—on exciting donation box designs, to provide eye-catching, easily recognisable receiving points for much-needed books to be placed in Bunnings stores, Bendigo Bank and other retail outlets. “Another 15 boxes have just been ordered by childcare centres” says Jeff. “We’re also in discussion with Officeworks to trial collection boxes in 40 of their 167 stores. This is really exciting news, however as each box costs $200, each request brings with it a funding challenge.”

The opportunity to expand 123’s visibility with these boxes highlights a need for increased funding on top of their current and urgent focus to secure a 600m2 warehouse to provide space for both storage and sorting. Melinda says. “As a charity, we’re always short of funds, we’re used to making do, and in that sense 2021 is no different—our focus is on getting the job done.”

• Since September 2020, 155,000 new and 75,000 ‘gently-loved’ books have been generously donated and then distributed around Australia by 123. • They've recently started to send books further afield. Three pallets of books were shipped to the Northern

Territory and another two pallets to

Sunraysia. • 123 is proud to be supporting the

‘Sunraysia Book Week Program’ (late August) where every child in a kindergarten and supported playgroup will be given two books to take home. “Covid slows us, but it doesn’t stop us. We have many big ideas which will help increase 123’s impact and improve our efficiency in getting many books into the hands of children in need” says Jeff.

“We look forward to the ongoing practical support and creative contribution from Pressroom Philanthropy and other partners through 2021.”

Generosity overflowing!

It’s exciting to need to empty the 123Read2Me donation boxes so frequently! In Mornington alone, 123 collected a trailer-load of 30 boxes of donated books plus multiple big shopping bags bulging and threatening to break. Then a week later they needed to do it all over again. 123Read2Me donation boxes are already in Officeworks stores in Frankston, Cranbourne, Mornington, Keysborough, Pakenham, and Fern Tree Gully. And soon to be in Menton, Vermont South, and the Officeworks headquarters in East Bentleigh—watch this space for more.

*James J. Heckman is the Henry Schultz Distinguished Service Professor of Economics at The University of Chicago, a Nobel Laureate in Economics and an expert in the economics of human development.

123Read2Me currently provides children in low socioeconomic communities with FREE quality children’s books through recycled books or new ones purchased with cash donations. See more at www.123read2me.org.au.