Booktrust, the charity that promotes reading to young children, is launching a radio campaign to support its national, free book-gifting programme. It breaks later this month.
The radio ads will run across the country with a high number of low literacy groups, first-generation immigrants, single parents and those with lower employment levels. The campaign, created by Kitcatt Nohr Alexander Shaw and Trinity Communications, builds on an earlier campaign that targeted “hard to reach” parents.
It will encourage people to respond to the ads by texting a free number from their mobile phones. Respondents will receive a mail pack containing a free pirate-themed storybook and information about where to collect other free books.
The ads feature the voice-over of actor Tim Bentinck, who does the voice of David Archer in Radio 4’s drama The Archers.
Booktrust marketing manager Emily Butt says: “This campaign aims to reach people in society who don’t think of book sharing with children as a matter of course. We hope these ads will prompt parents to text us to receive a free book to read to their children.”