Commended, Reading and Literacy - How advertising mobilised parents to help improve the reading ability of their children

Charlie Snow and Jo Reid

Covers the 1998-9 TV campaign by the Government (Department for Education and Employment, DfEE) to improve child literacy.
Agency: D'ArcyAuthors: Charlie Snow and Jo Reid

The Reading and Literacy Campaign for the Department of Education and Employment and the Central Office of Information: 

How Advertising Mobilised Parents to Help Improve the Reading Ability of Their Children

INTRODUCTION

Between March 1998 and April 1999 the Government spent 105.4m on adverti sing, putting it second only to Procter & Gamble in a league table of Britain's biggest advertisers (source: Central Office of Information (COI) annual report 1999/Register Meal). The figures were seized upon by the Conservatives as fresh evidence of Labour's 'obsession with image and presentation'...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands