My Reading Journey is a purpose led campaign created by BCW for leading supermarket Aldi. Research by The National Literacy Trust revealed that 413,000 children in the UK don’t own a book. A problem that even worse for children from disadvantaged families.
To help, Aldi donated over 100,000 books to children ahead of the school summer holidays. To raise awareness of the issue, and encourage others to donate to the cause, BCW created an emotive animation narrated by footballer Marcus Rashford and illustrated award-winning children’s illustrator Lisa Stickley.
The campaign secured over 400+ pieces of coverage, reaching over 50million consumers. This includes hero coverage on This Morning with spokesperson, entrepreneur, Steven Bartlett interviewed by Holly and Phil; BBC’s flagship news podcast; Mail Online; The Sun and Independent.
What’s more, the campaign inspired the public to donate over £4,000 to date to fund more books for children who need them.
For more information about working with BCW's Consumer team contact [email protected].