Encouraging literacy among the youth is challenging. Love of reading must be developed during the early stages of childhood. Parents and teachers are encouraged to introduce kids to picture books and reading material during their early stages of learning. However, as they grow older, kids get easily distracted by outdoor activities and technological devices.
Creative literary campaigns are utilized to promote literacy and reading among youngsters. Whether it is non-fiction or fiction books, these ads seek to encourage reading and inform them about its importance.
Literary ads feature classic fairytale characters set in real life situations, fiction characters sleeping beside the reader, and show reading dragons or other mythical creatures. Here are some of today’s creative literary campaigns that caught young readers' attention.
The Penguin Books ‘Books for Every Interest’ Ad: Penguin Books’ ad campaign not only shows the various genres it covered, but the versatility of the company as well. The company’s ‘Books for Every Interest’ ad campaign was executed by the Young & Rubicam ad agency based in Malaysia. It is smart and creative, with its iconic penguin silhouette illustrated in different looks which shows the different genres the company publishes.
The Gonvill Campaign: The Gonvill Campaign provides a good portrayal of what it is like to read really good books. It centers on the idea of how fun it is to read physical books, especially with the growing number of e-readers taking over. Photographed by Alessandro Volpi, each portrait takes a look at how each book helps the reader in experiencing the stories for real. It is one of the most interesting ads that encourage reading.
Literacy Foundation’s ‘The Gift of Reading’ Ad: For the tenth anniversary for Literacy Foundation, the ‘The Gift of Reading’ shows what it’s like if reading stops. It features fairytale characters like Cinderella, Peter Pan, Little Red Riding Hood and Sleeping Beauty in hospitals and assisted living centers with drawn faces and empty stares. Bleublancourge created the campaign with a tag line “When you don’t read, imagination disappears” to emphasize the direct consequence of illiteracy.
The Penguin ‘Jamie’s 30-Minute Meals’ Ad: The Penguin ‘Jamie’s 30-Minute Meals’ ad campaign provides healthy food options and a food for thought on literacy. The ad was created by Y&R Malaysia with a tag line “Get a hungry mind working in minutes.”
Israeli Bookstore Ads: A bookstore in Israel started their promotion ads featuring characters lying beside unsuspecting readers who fell asleep. The ads were designed and executed by ACW Grey, and used iconic characters like Gandalf from Lord of the Rings and Sherlock Holmes.
Book Bienial and Pernambuco ‘You are What You Read’: From the well-known saying “You are what you eat,” Book Bienial and Pernambuco borrowed it for their ad campaign. The “You are what you read” tag line suggests how literature can shape a person’s mind. The idea behind the ad considered the relevancy of literacy at every age.
These are just some of the varied creative literary campaigns that seek to encourage youngsters to read. Each ad emphasizes the importance of reading and the consequences if not practiced.
