Agency: Brahm | Author: Sarah Hickey |
Area Awards 2001 Bronze
Right To Read
Every child should have the right to read
Introduction
This paper seeks to demonstrate how the power of advertising has been used in a unique way to launch a regional initiative, with no specific marketing or advertising budget and build it into a successful national charity.
The paper focuses specifically on the campaign launched by Brahm in January 2001 which represented a step change in the charity's goals for volunteer recruitment and subsequently led to the roll out of the right to read brand at...