BookTrust: Understanding a disadvantaged target audience through a multifaceted research approach to create sustained behaviour change

BookTrust, a reading charity, transformed how it works to create lasting behaviour-change impact by sparking initial excitement and exploration of books and resources, making reading a part of everyday life, and supporting low-income UK families to discover the lifelong benefits of reading.


The need for all children to experience the benefits of reading has never been greater. At a time when the disadvantage gap is growing due to the cost-of-living crisis, and a cohort of children's development has been severely impacted by COVID restrictions, the benefits that reading brings related to well-being, empathy, realising new life-possibilities, and bettering educational outcomes can be life-changing. The success of BookTrust's new strategy to get children reading, focused on providing more support to families who need it most, therefore has huge implications for this generation of children.

In the last two years, we have transformed...

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