Media centre
51,000 families converted to reading thanks to Great Family Escapes
20 Nov 2009
20 November 2009
The National Literacy Trust is publishing today (20 November 2009) a review of Reading for Life initiative Great Family Escapes, a pilot project funded by the Department for Children, Schools and Families (DCSF) to encourage families to read during their summer holidays. The first project of its kind, Great Family Escapes aimed to improve the perception of, and interest in, reading by distancing it from education and repositioning reading as a family activity to enjoy on holiday.
The pilot was informed by research into non-reading households joint funded by the Trade Publishers’ Council and the DSCF during the National Year of Reading. It identified the need to offer positive experiences of reading for pleasure in families as an essential precursor to changing their attitudes towards reading.
Carried out at Haven Holiday camps over the 2009 summer holidays, Great Family Escapes involved themed activities, bookswaps, competitions and the distribution of 18,000 book bags. Vouchers were also issued to support sustained reading.
Lucy Hawkins, Project Manager said:
“Haven provided us with the perfect demographic for trialling Great Family Escapes and the partnership was undoubtedly a success. We set an initial target of reaching 18,000 children, however our partnership with Haven Holidays enabled us to reach over 37,000. What was most encouraging was that our research found that a total of 51,000 children/parents will go on to enjoy reading more as a result of taking part in the pilot.”
Each Great Family Escapes book bag contained seven titles* selected to appeal to a broad range of age groups and had an approximate value of £50. Haven holidaymakers were given the books at check-in and their reactions to the books were monitored by qualitative research company TWResearch. The findings were very positive: 98% of families who received the book bags read their books and over half of these read the entire contents.
The report concludes that Great Family Escapes increased enjoyment in holiday reading over the summer, showing the potential to reduce the sharp decline in family reading when on holiday. The challenge of future campaigns is to build on improved attitudes to support sustained behavioural change.
Jonathan Douglas, Director of the National Literacy Trust, said:
“The results from the Great Family Escapes pilot really speak for themselves. 51,000 individuals feel they will go on to enjoy reading more, at a cost of just £3.14 per person. We sincerely hope that we will be able to roll the project out on a larger scale next summer as the long term benefit to families, particularly children, is indisputable.”
- Ends -
For further information, a copy of the report or to interview Jonathan Douglas please contact Anna Lindsay at the National Literacy Trust on 0207 820 6256 or Anna.Lindsay@literacy.org.uk.
Notes to Editors
About the National Literacy Trust
The National Literacy Trust is an independent charity that changes lives through literacy. We believe that society will only be fair when everyone has the literacy skills they need to communicate, to fulfil their potential and to contribute more to society. We campaign to improve public understanding of the vital importance of literacy, as well as delivering projects and working in partnership to reach those most in need of support.
To help us change lives through literacy, you can make a donation. To find out how visit http://www.literacytrust.org.uk/About/donate.html
National Literacy Trust is a registered charity no. 1116260, and a company limited by guarantee, no. 5836486. Registered in England and Wales. Registered address: 68 South Lambeth Road, London SW8 1RL. Tel: 020 7587 1842.
About Reading for Life
Reading for Life is a campaign to improve the life opportunities of people in most need through reading. The campaign is led by the National Literacy Trust and The Reading Agency with support from a wide range of partners.
Reading for Life builds on the achievements, networks and approaches championed by the 2008 National Year of Reading, and is based on a belief that reading sits at the heart of social justice.
* The seven books included in the book bag were:
- Motorworld, Jeremy Clarkson – target market: adult males
- Going Dutch, Katie Fforde – target market: adult females
- Alpha Force: Survival, Chris Ryan– target market: males aged 8 – 13
- Totally Jacqueline Wilson – target market: females aged 8 – 13
- Winnie the Twit , Laura Owen and Korky Paul – target market: children aged 6 – 9
- Where’s Wally (one from various full size and mini editions) – target market: children aged 5+
- Letterland magazine – target market: children aged 3 – 6
