Inside Stories: D&AD Black & White Pencil winner

Books have the power to rehabilitate. Yet prison libraries are severely underfunded, and books that are donated must be brand new, paperbacks, sent from a major book retailer. Inside Stories gives prisoners the first read of brand new Penguin books. These are then purchased by ethically conscious readers online or in-store, forming a connection between them and the prisoner, and adding a unique perspective to their book. By giving prisoners access to better quality reading material, Penguin can help inmates find the joy in reading, improve their skills and have a better chance when they reach the outside again. Inside Stories won both Black & White pencils at D&AD New Blood Awards: https://www.dandad.org/awards/new-blood/2020/penguin/3790/inside-stories/

“Inside Stories took our brief – to enhance the reading experience – and responded with so much more than what that means for an individual. It asked us to consider whether we’re engaging in a reading community that includes everyone and respects every intellectual contribution, and to acknowledge that when books aren’t available to everyone, we’re all poorer. For these entrants, getting books to incarcerated people wasn’t a benevolent act of generosity, but a vital part of connecting readers and helping to foster sharing and reciprocity. We’re absolutely thrilled that this big-hearted and incisive project has been awarded both Black and White Pencils."
- William Smith, Head of Brand, Penguin
"A masterclass in how to do a case study – industry, take note. This made me cry, it had real power in the way the story was told and it demonstrates incredible writing – something we don’t see enough of. The narrative explains the programme that provides books to inmates and a way for them to review the stories. Again, the best ideas answer a simple need, often very personal and targeted. Executed practically and beautifully."
-Kate Stanners, Chairwoman and Global Chief Creative officer at Saatchi & Saatchi, and president of D&AD
Press:

Campaign Magazine:
https://www.campaignlive.co.uk/article/9-picks-d-ads-2020-new-blood-awards-winners/1689205

Design Week:
https://www.designweek.co.uk/issues/13-19-july-2020/d-and-ad-new-blood-2020/

LBBOnline:
https://www.lbbonline.com/news/dad-announces-213-pencil-winners-for-new-blood-awards-2020

Companies

  • D&AD

    D&AD

    • Design
  • Penguin Random House UK

    Penguin Random House UK

    • Publishing
  • D&AD New Blood Festival 2020

    D&AD New Blood Festival 2020

    • Events
  • D

    D&AD New Blood

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