The Reading Agency: Summer Reading Challenge 2025
Case Study
The Reading Agency: Summer Reading Challenge
PR CAMPAIGN
Our Client
The Reading Agency is a national charity dedicated to inspiring a lifelong love of reading. Each summer, its Summer Reading Challenge motivates children aged 4–11 to keep reading for pleasure over the holidays. The challenge is delivered through libraries, schools, and online resources, encouraging children to discover new stories, build confidence in their reading skills, and share the experience with family and friends.
At a Glance
To inspire families across the UK to take part in The Reading Agency’s annual Summer Reading Challenge, we built a nationwide PR and digital campaign that celebrated reading as a family activity. By uniting authors, illustrators, and parents around the theme Story Garden, our campaign combined powerful media moments with authentic creator content, driving awareness, participation, and a renewed love of reading during the summer holidays.
The Details
The Challenge
The Reading Agency wanted to inspire families to take part in the Summer Reading Challenge and boost participation nationwide. The goal was to raise awareness among parents and carers, drive engagement across traditional and digital media, and position reading as a joyful, shared experience during the summer break.
Our Approach
To reach families nationwide, we launched a bold, multi-channel PR and media campaign spanning TV, print, radio, and social.
Our strategy included:
Inviting 59 children’s authors and illustrators from that year’s reading list to create video content celebrating the Story Garden theme.
Supporting contributors throughout the filming process to ensure content was authentic, engaging, and aligned with campaign messaging.
Delivering a nationwide press campaign that positioned the challenge as a must-do summer activity for families.
Partnering with influencer Charlotte Crosby, who shared social content on Instagram Stories and Reels to reach parents and carers in a relatable, lifestyle-driven way.
This integrated approach ensured a balance of inspirational storytelling and broad national reach.
The Results
Our PR and digital activity delivered nationwide visibility and inspired thousands of families to join the challenge.
Coverage across First News, Daily Express, Netmums, and Fabulous Magazine, generating a total reach in the millions.
36 authentic creator videos produced by children’s book authors and illustrators, celebrating the Story Garden theme.
Charlotte Crosby’s social content amplified awareness among parents, driving engagement across Instagram Stories and Reels.
Authentic storytelling that boosted community engagement, reinforced The Reading Agency’s mission, and strengthened family participation in the Summer Reading Challenge.
The campaign’s mix of high-profile media moments and heartfelt content helped position reading as something fun, social, and meaningful, turning books into shared family adventures.