YCN brief for Save the Children charity.
The aim was to get dads to read to their children.
The idea is a set of coasters that dads would pick up in pubs and cafes and take home to their children. Inside is a short story to read to their child and encourage literacy.
‘10 minutes of reading to your child a day can be the difference between a child being a year behind their classmates, or succeeding in school by the age of 7’ - Save the children.
On the back of the mats is an encouragement to collect more mats and sign up to win free prizes on the save the children website. Therefore encouraging them to read more consistently. The main page has a bookshelf where dads can count up their reading for each day.
There are also extra reading pages explaining why dads should read to their children and page to help find local libraries in the area.
‘This is such a lovely, unique idea, my children would love it!’ - Tim
‘I think mums would be encouraged too, even take them home for dads!’ - Nick