In order to get a better understanding of the message Save the Children wanted us to communicate and promote through our deliverables I began researching into the 'Read On Get On' campaign and what Save the Children's personal aims for launching the campaign were.
- 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 reaching more than 120 countries.
- We save children’s lives. We fight for their rights. We help them fulfil their potential. We believe that every child, wherever they grow up, is born to shine.
Logo for the campaign which we are required to use in our deliverables.
Neither myself or Jane were very fond of the logo which Save the Children had developed to in order to represent their campaign, we not only felt that it was trying to hard to appear childish and appeal to children but was also quite garish and not practical in terms of scaling down.
One of the possibilities we did consider was re-branding the campaign in order to compliment the aesthetic we would devise in response to the brief however this was dependant on time as this was a relatively quick turnaround brief in terms of the task we were set.
Official Campaign Photographs
- Save the Children launched its most ambitious UK- wide campaign – ‘Read On. Get On.’ on the 8th September 2014
- The campaign focused on getting all children reading well (reading well meaning reading book such as Treasure Island or Harry Potter) by the age of 11.
- They created a coalition of charities, corporates, head teachers and parent organisations that will push their mission.
- The mission is to ensure that by 2025, every child is a confident reader by age 11.
- "Reading is the key to a child’s future: it unlocks their potential and opens up a world filled with possibilities." - Possible phrase to include within our campaign?
- For our poorest children, reading well is their best route out of poverty: they do better at school, better in the workplace and are better placed to give their own children the best start in life.
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However, every year in the UK, 130,000 children leave primary school not reading as well as they should. This figure includes 40% of all children from poorer backgrounds – a shockingly high proportion. - Shocking figure which would cause our target audience to react
- The UK has a strong link between low pay, unemployment and poor literacy. Not reading well can mean a life sentence of poverty, and it’s not just these children who don’t have the chance to unlock their full potential. Our research has also found that the UK’s GDP could be an extra 2.1% higher by 2025 if we can get all our children reading well by age 11.
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‘Read On. Get On.’ is about achieving lasting change and ensuring every child has a good chance to reach their potential.
Similar Campaigns
As well as the Read on Get on Camapign I also looked at Charity campaigns with similar messages in order to get a better idea of what our outcome could be in order to effectively and appropriately communicate Save the Children's message.
National Year of Reading 2012 in conjunction with Love2Read
- In 2012, Australian libraries and library associations came together behind the National Year of Reading, linking together all the great things that are already happening around books, reading and literacy, and giving them an extra boost, with inspirational programs and events taking place across the country.
- There were more than 4,000 events, $5.6 million in in-kind support, $26 million-worth of media coverage, much of it highlighting the fact that nearly half the population struggles without the literacy skills to meet the most basic demands of everyday life and work.
- Love2read is a collaborative project joining public libraries, government, community groups, media and commercial partners, and of course the public. As well as running The Reading Hour each August, we will be using our joint efforts to bring together and showcase the wonderful projects and organisations across Australia which already exist to promote reading and literacy.
- The National Year of Reading 2012 was an initiative primarily established and driven by 15 library founder partners to address declining levels of literacy in Australia, but which in fact mobilised many more facets of the community including schools, governments, commercial businesses and not-for-profit organisations at local, state and national levels towards the shared goal of raising the status and visibility of reading.
- The overwhelming level of success and warmth generated by the Love2Read–National Year of Reading brand compelled the 15 founding partners to continue the campaign past December 2012, establishing Love2Read as an ongoing resource for the advocacy and promotion of literacy in Australia.
The environmental aspect of this campaign has been well considered in terms of it's appropriateness and where would be the most effective point of contact for the campaign message. Something as simple as placing vinyls and wall murals around the library which would be an integral part of the campaign drives home the ethos of the campaign allowing it to be interacted with directly in the environment.
Get Caught Reading Campaign
- Welcome to Get Caught Reading, a nationwide campaign to remind people of all ages how much fun it is to read
- Launched in 1999 and supported by the Association of American Publishers
- "Get Caught Reading" is the brainchild of former Congresswoman Pat Schroeder, President and Chief Executive Officer of AAP, the industry association representing book publishers. She saw the opportunity to spread the word about the joys of reading through an industry-supported literacy campaign
- Because of research indicating that early language experience actually stimulates a child's brain to grow and that reading to children gives them a huge advantage when they start school, we hope to encourage people of all ages to enjoy books and magazines and to share that pleasure with the young children in their lives.
- We are honored to have the support of well known figures including First Lady Laura Bush, Drew Carey, Clifford the Big Red Dog, Donald Duck, Patty Duke, Whoopi Goldberg, Billy Graham, Derek Jeter, Vernon Jordan, Jake Lloyd, Rosie O'Donnell, Dolly Parton, The Rugrats, Jane Seymour and many more
- All of who have all been "caught reading" their favorite books and magazines for print ads and posters seen by millions of people across the country. In addition, more than 200 Members of Congress have been photographed "caught reading" on Capitol Hill
- Hundreds of teachers and librarians across the U.S. have embraced the campaign. They are setting up "Get Caught Reading" corners, allocating a special time each day for leisure reading, and taking photos of students "caught reading" for classroom posters.
- Look Who's Been Caught! Celebrities such as Alicia Keys, New York Yankee Johnny Damon, L.L. Cool J, Gloria Estefan, NBA Player Greg Oden, Queen Latifah, Olympic Gymnast Shawn Johnson, and Rosie O'Donnell have all been caught reading!
Using celebrity endorsements is an effective technique in order to appeal children, using someone they idolise would encourage them to follow suit. The cheekiness of the brand aesthetic and campaign also appeals to the childish sense of humour.
In terms of the deliverables for this brief the options were vast, we have been encouraged to explore differently channels and distributions in order to get the campaign message across which is quite daunting during these initial stages and therefore it was really beneficial to look at previous campaigns in order to see how they had approached the brief in terms of different techniques and deliverable to determine what works and what doesn't
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