The Reading Agency: Summer Reading Challenge

PR CAMPAIGN

Our Client

The Reading Agency is a national reading charity program. Their Summer Reading Challenge encourages children to read for pleasure over the summer holidays.

At a Glance

We were employed to help raise awareness of the initiative and the authors involved.

  • Focused on a ‘celebrity endorsement’ activation for the campaign, working with the ambassadors that the Reading Agency had secured.
  • Our PR team leveraged their contacts to secure us multiple, high profiled pieces of coverage.
A woman in a library holds a book and smiles. At the top is the logo of the Mirror website, and below is an article about Paralympian Ellie Robinson.
A website promoting the "Summer Reading Challenge 2023" with the motto "Ready, Set, Read!". At the top are illustrations of children being active in sports, and below are details on how to participate in the reading program.
Magazine page with a mixture of text, images and advertising. At the top left is "60 Seconds with Rosie Jones", and an article about the Summer Reading Challenge.
BBC website for the radio show "Scott Mills" on Radio 2, including a short article about the episode with Rosie Jones from July 18, 2023.

The Details

The Challenge

The Reading Agency is a national reading charity program. Their Summer Reading Challenge encourages children to read for pleasure over the summer holidays. We were employed to help raise awareness of the initiative and the authors involved

Our Approach

● Focused on a ‘celebrity endorsement’ activation for the campaign, working with the ambassadors that the Reading Agency had secured.

● Our PR team leveraged their contacts to secure us multiple, high profiled pieces of coverage.

 

The Results

We received coverage on TV, radio, print and online and are close to exceeding our 600,000 child engagement goal.

 

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