THE APG CREATIVE PLANNING AWARDS 1999: Grand Prix - Sponsored by Leapfrog

campaignlive.co.uk, Friday, 26 November 1999 12:00AM

Winner: Reading/DfEE
Agency: D’Arcy
Author: Charlie Snow
Creative Director: Nick Hastings
Art Director: Carl Le Blond
Copywriter: Richard Russell
Client: Department for Education and Employment/COI
Product: Reading and Literacy

Winner: Reading/DfEE

Agency: D’Arcy

Author: Charlie Snow

Creative Director: Nick Hastings

Art Director: Carl Le Blond

Copywriter: Richard Russell

Client: Department for Education and Employment/COI

Product: Reading and Literacy



The judges were unanimous in their decision on the Grand Prix. This

paper showcases traditional planning skills deployed to solve the

difficult and worrying social problem of child literacy. The planner

listened carefully to understand the problem from the audience’s point

of view, identified the key barriers to parents spending time teaching

their children to read and then found the solution for creative to

polish.



This work came from a Labour Government initiative to address a striking

statistic: that two out of five children in England are unable to read

English to the required standard. The advertising set out to encourage

more parents to help their children to read. Research among parents

discovered that they felt they did not have time to help and that they

found the book at bedtime routine a chore.



The planning solution was to tell parents to think of reading as more

than just the book at bedtime: it was recipes, football programmes, road

signs, instructions for toys. All of this counted as reading; it was fun

and easy to do. Even fathers, who tended to put the responsibility on

mothers, could do it.



Planning’s insights also helped guide the media strategy to make the

most relevant impact for the creative work. It recommended ’mutual

viewing’ occasions when mum, dad and the children enjoyed TV or films at

the cinema or football matches as a family.


This article was first published on campaignlive.co.uk

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