Waterstone's in school reading campaign

by Dan Leahul, Brand Republic 23-Sep-08, 14:30

LONDON - Bookstore chain Waterstone's is supporting its scheme encouraging primary school children to read and share books with a campaign created by Wax Communications.

Tying in with the National Year of Reading, the chain's Big Book Bank initiative will give UK school children a voucher for a free, new book from Waterstone's in return for bringing their own books to school and depositing them in 'the big book bank' for other pupils to share and read.

Children will be encouraged to write a review of their book before putting it in the bank as part of a literary exercise during class time.

With the campaign due to launch on September 28, Wax has created a range of marketing resources including leaflets that will be delivered to 23,000 primary schools across the country, encouraging them to sign up.

Participating schools will receive a big book bank display kit, designed by Wax, including posters to use in their school, illustrating how the system works, as well as vouchers for the children.

Teachers will be able to download lesson plans and activity sheets from a dedicated Waterstone's website.

Wax Communications is familiar with socially responsible campaigns, having also delivered Sainsbury's Active Kids promotion, which rewards schools with vouchers for new sports equipment, classes or field trips.

Catherine Allison, account director at Wax, said: "The scheme has received fantastically positive feedback from teachers, children and parents where it has piloted and we are sure it will be a huge success nationally."

Comments

charlie robertson - 23/09/2008

Delighted to hear of book focused endeavours for schools. Something too often taken for granted – yet there never seem to be enough books in schools. Good luck with the scheme