Worldreader, Pearson and Project Literacy has tied up with Happy to roll out its ‘ReadtoKids.com’ campaign
BestMediaInfo Bureau | Delhi | September 29, 2016
Non-profit organisation Worldreader in collaboration with Pearson and Project Literacy has partnered with Happy Creative Services to communicate its new campaign in India called ‘ReadtoKids.com’ to encourage parents to read out stories to their children. The months of communication and creative strategy are now ready to roll out.
Apart from building start-up brands from scratch, Happy is known for behavioural change projects such as Team Swachh and Team Swachh Action Kit.
Happy’s strategic thinking has distilled Worldreader’s goal to “ensure that all children have an equal opportunity to develop pre-literacy skills and be better prepared for school.” By providing free access to high quality and relevant story books via mobile phones, ReadtoKids.com aspires to encourage parents and caregivers to tell stories and read to their children up to six years of age. In India, a large percentage of households do not have enough or relevant books for children of this age group.
In its pilot phase, launched in New Delhi, the programme aims to provide access to books to over 200,000 low-income households and create over 20,000 habitual readers among parents and caregivers by March 2017. The project is run by Worldreader United Kingdom and is implemented by local partnering non-profit and education organisations such as SARD.org.in, Katha.org and HLFPPT.org
The television campaign for ReadtoKids.com puts children in the spotlight and consciously uses stories as a device to communicate the message “Aaj ki kahani, kal ki tayyari” (Today’s stories, tomorrow’s preparation). The campaign’s optimistic approach highlights the positive impact of telling stories to children in their formative years.
The first TVC is a scene in a classroom and it is lunch time. The first child forgets to bring his lunch, the second child says that he can die of hunger and the third kid shares his lunch with the first. When the second kid ask him why is he sharing his lunch, he says that his mom shared with him a story from her mobile and it is from there he learnt that sharing is good. And then there is a message for parents that stories are the first school for kids. For their better mental development and bright future, tell stories daily to kids till six years of age from ReadtoKids.com. As “Aaj ki kahani, kal ki tayyari”.
The second TVC shows a girl enacting stories and telling her parents that this is the way to tell stories and gives them the mobile to download ReadtoKids.com. She also gives her parents a dictionary and tells them to explain the hard words. At the end the message to parents is repeated again.
Bhanu Potta of Worldreader said, “Reading unlocks people’s potential and ultimately helps create more prosperous and thriving societies. That's why Worldreader, in partnership with Pearson and Project Literacy, is promoting reading to children among parents in Delhi through ReadtoKids.com.”
“We're thrilled to be working with the Happy Creative Services team to help build awareness for ReadtoKids and the positive effects of using your mobile phone to read and tell stories to children from the time that they are born," Potta added.
Stressing on the importance of storytelling, Kartik Iyer, Co-founder and CEO, Happy Creative Services, said, "Storytelling has been a part of our culture from the beginning of time. Nearly all of our history, culture and scriptures have been passed on through storytelling. Yet, this as a practice has diminished of the last few decades. It’s no secret that stories help in developing a child's imagination and cognitive skills. We are really proud of partnering with Worldreader on such a commendable effort to equip parents to be able to tell their children better stories. Nothing feels more rewarding than making a difference to the children of our country."
Worldreader is a global non-profit organisation that provides children and their families free access to its vast digital library via e-readers and mobile phones. Since 2010, over 4 million people across 50 countries have read from a digital library of over 30,000 local and international e-books on Worldreader platforms. To read free books on your mobile phone, visit www.readtokids.com. For more information visit www.worldreader.org.
Pearson is a learning company, with expertise in educational courseware and assessment, and a range of teaching and learning services powered by technology. Its mission is to help people make progress through access to better learning. For more, visit www.pearson.com.
Project Literacy is a global movement convened by Pearson to make significant and sustainable advances in the fight against illiteracy so that all people -- regardless of geography, language, race, class, or gender – have the opportunity to fulfil their potential through the power of words. They want to make significant advances in literacy over the next five years so that by 2030, no child will be born at risk of poor literacy. For more visit www.projectliteracy.com.
Happy Creative Services, founded in 2007 by Kartik Iyer and Praveen Das, is a Bengaluru-based independent agency with a philosophy that ‘ideas help build great brands’. Happy operates as a media agnostic hybrid agency and its core suite of offerings include Integrated Brand Communication and Brand Design. For more information, visit www.thinkhappy.biz
Co-founder and Chief Executive Officer: Kartik Iyer
Co-founder and Chief Creative Officer: Praveen Das
Chief Operating Officer: Siddhartha Roy
Director, Strategic Planning: Ravi Bhat
Brand Strategist: Anusha Pinto
Business Enterprise Director: Avneet Janakiram
Senior Creative Director: Naren Kaushik
Associate Creative Director: Varun Khullar
Senior Art Director: Viraj Nandivadekar
Account Manager: Mohit Chavan
Production House: Asylum films
Director: Ganesh Bopanna
Producer: Bhavna Singh