'Reading for Life' Launch

Everyone has a favourite book – what is yours? Does reading make you feel good?

To look into this, markettiers4dc recently helped raise awareness of the ‘Reading for Life’ launch, a government drive to encourage reading in the UK.

The campaign coincides with the National Year of Reading, which takes place every 10 years to promote reading in all its forms. Not everyone sees the value in reading so the campaign looked at how reading can make you feel good – about yourself, for learning, and as an escape from the stress of everyday life.

The government also wanted to promote the website www.readingforlife.org.uk with hints and tips on reading, help for those for people with reading difficulties as well as fun ideas on enjoying reading – and ensure it was an all year round campaign.

In order to reach parents and get the message across that – everything begins with reading, markettiers4dc brought in ex-Scotland Rugby international and Strictly Come Dancing star Kenny Logan, whose own struggle with dyslexia made him an ideal spokesperson as well as being a father who likes to read to his 2 children (and it was also a week after the end of the Rugby 6 Nations Championship so great timing).

markettiers4dc devised a Radio strategy interviewing Kenny Logan, which gained a total of 68 items of Radio coverage secured across a broad mix of national stations including Absolute Radio as well as regional BBC (BBC Scotland, BBC Bristol, BBC Gloucestershire) and commercial stations.

A Radio interview was also secured with Sky News (Sport) Radio, with syndication to over 50 Radio stations across the UK, giving the campaign access to a potential audience of over 23 million listeners. Radio highlights include a 20 minute interview with Kenny on Smooth Radio, which ended up playing out over the show’s entire hour slot providing excellent exposure for the campaign with overall air time for the campaign stretching over 2 hours.