Save the Children wanted to encourage specifically Dads from lower income families to read to their children for at least 10 minutes a day. This is our solution, the Dad Pack. 

The Dad Pack features a series of elements to encourage Dads to "take the 10 minute challenge" and read to their children, even if they are not confident readers themselves. The Dad Pack incorporates Dad humour and Dad jokes. A Dad joke is featured on the front of the pack and when opened the punchline is revealed. 

The Dad Pack contains a sticker chart and reward stickers, a storytime clock, so storytime can be set each day, a pack of story cards and a library reward card. 

The pack of storycards feature short extracts of four stories. The story cards are split in to sections and are placed together to make up the full extract of the story. Each story has a draw the character card and a what happens next card, to encourage both dad and child/ren to use their imagination whilst reading the story together. 

Dad Jokes are further used in the library in sections that Dads are most likely to go, such as the DVD and games sections, to further promote the Dad Pack and to encourage them to use the library to take out books for their children.

Postcards would be given out in schools for children to draw an image related to the featured Dad Joke. Parents always admire their children's drawings and tend to put them on the fridge, meaning these postcards would be very likely to grab their attention. These postcards also contain information that once again further promote the Dad Pack.

These are two advertising concepts for the Dad Pack. The first is a newspaper wrap, with a grabbing headline and the second is a location specific advert, once again incoprating Dad humour and promoting both the 10 Minute Challenge and the Dad Pack itself.