The Summer Reading Challenge 2020

What we did

EDPR was hired to deliver a bold campaign that would raise awareness among key audiences/stakeholders, encourage participation in libraries and create high profile national media coverage. Our original pitch focussed on a large-scale theatrical event but as COVID-19 impacted the UK and libraries closed, the campaign was paused before a decision made to go digital for the first time in the Challenge’s history. The launch was moved forward to 5 June to so we had just 6 weeks to develop a new strategy, hone messaging, engage a host of new Ambassadors and create content for a Launch Day Extravaganza of Silliness.

We pivoted quickly with messaging developed to engage and inspire children, teachers and parents after long months of home-learning. In a matter of weeks, we secured 30 well-known ‘ambassadors’ across arts, TV and culture including Jacqueline Wilson, Konnie Huq, Charlie Condou, David Baddiel, Rob Biddulph, Hacker T Dog, Katie Thistleton, Ben Fogle, TV’s Sam and Mark and Laura Dockrill. We also worked with The Phoenix comic to create a bespoke SRC issue with a free downloadable comic included on the challenge site.

Our launch reached more than 1 million people through social media channels and a further 1 million through the press. The Summer Reading Challenge site had 350,000 page views on its launch weekend, regional coverage ran in over 200 outlets and the SRC Facebook increased to 25.5k followers (+8.5k). Coverage included ITV Lorraine, Sky News, BBC News, CBBC Newsround, Guardian, Sunday Times, Metro, Daily Mail, Virgin Radio, Chris Evans Breakfast Show and BBC 6 Music. More importantly, the campaign encouraged 80,000 children to sign up for the all new digital challenge and a lifetime of reading fun.

Our campaign has been shortlisted for the 2021 Publishers’ Publicity Circle Annual Awards.