Success stories
Brand partnerships target families
31 Mar 2010
In 2009/2010 we launched our Reading for Life campaign to take reading and literacy to new audiences. The legacy of the hugely successful 2008 National Year of Reading, the campaign uses carefully targeted communication to encourage people who may be disengaged from reading to take part in literacy activities. In its first year, we tapped into the established relationship between our target audience and major brands, including Marmite and Iceland supermarkets. Our brand partnership secured over 30 million opportunities to communicate messages about literacy.
A separate website to support parents and families is available at www.readingforlife.org.uk.
