Born To Read is an early literacy campaign that is aiming to educate parents on the importance of early literacy. Early literacy is practicing the 4 concepts of reading writing speaking and playing to improve skills that will allow children to learn how to read and write quickly and with more ease. The only behavior measure that correlates with reading scores is the number of books available at home. What does this mean? It means that families who are low income aren’t able to buy a lot of books and toys. They are probably working full time and don’t have enough time or energy to sit and read every night. How can we make the concept of early literacy more accessable to these parents who are already struggling.
Objective
In order to do this we need a brand that is inviting and motivating. If these parents don’t have the money to buy tools to teach their children and they don’t have the time to seek these tools out then we need to bring the tools to them.
Solution
The advertising will be displayed as a poster and as a public transit banner ad. The illustrations on the advertising show a parent and a child. They are done in a classic childrens book watercolor style. The personified animal characters don’t resemble any stereotypes making them relateable to both the parents and the children a like.
The Brochure is a “french fold” brochure that looks similar to a book. Each page has a different daily activity that a parent on-the-go can do with their child. When you open it you find areas for you and your child to do drawing and writing activities together. The nice part about the brochure being the size that it is it can be printed off the website from anywhere. When the parents see the advertisement they can visit the website and have full access to the information and the printable document.
Process
Research began looking at other literacy campaigns online (what do they offer, how are they offering it, and who are they talking to). A trip to the library in search of existing campaign printed materials. The logo represents growth starting from a book. A flower with representational primary colors sits on an open book. The illustrations are created digitally on a tablet with a water color brush using warm inviting colors. A series of test printing is done to position elements on the brochure correctly.
