Single minded proposition:
Inspire and motivate fathers to read to their children for as little as 10 minutes per day.
The Art Direction used through our initial campaign is based on a variety of different school worksheets and colouring pages except this time with spelling errors. This is something we hoped any father could relate to, using a variety of rude words as innocent children’s spelling mistakes; with the aim to bring humour to the reader yet at the same time bringing the message home that just 10 minutes of reading could improve their own child’s literacy.
Placing our advertisements in various tabloid newspapers, on a number of bus-stop ad shells with the assumption that a lower income may involve the use of more public transport and also using social media to target the audience with a variety of 10 minute reads and popup articles.
The idea for our final campaign was to catch our audience when they were already reading or in a situation where it could be an advantage. The initial thought was ‘you’re already reading, so why not involve your child’; referring to the fact that while it would be beneficial to read books, any reading is equally as good for that child’s development,
We crafted a series of print ads with headlines to draw readers in to snippets of books/poems/articles that may take a child up to 10 minutes to read, with the idea that if the reader engages with their child in that time they may be more likely to repeat the experience again.
Along with the print advertisements we have also crafted stickers to be placed on products, whether it be shampoo bottles, or road signs or even the television guide that a parent and a child could fit in a few extra minutes of reading a day.