IPG Agencies Mark Literacy Day with the Re-Writing of a Classic

To mark International Literacy Day, FCB Inferno and Weber Shandwick partnered with Project Literacy, a global campaign founded by learning company Pearson and made up of over 100 organisations dedicated to ending illiteracy by 2030. Together, they created an innovative program that featured a re-writing of Chicken Little by a mom who spent the last year learning how to read and write.

The Insight
Illiterate in her early motherhood, Wanda struggled to read bedtime stories to her children when they were young; using her imagination, she made up her own tales to match the pictures of the books she was reading, starring her own character called “Pong-Pong the Brave”.

The Idea
Using International Literacy Day as a hook, Project Literacy asked Wanda, a mother who has spent the last year learning to read and write, to “re-write” the classic children’s story “Chicken Little” using just the illustrations as her inspiration, to help bring to life the challenges faced by illiterate parents every day.

The Work
To help take Wanda’s story from her imagination to a global audience, we approached actor and activist Idris Elba, who felt so passionate about the cause, he contributed a foreword to the book and filmed a heartfelt bedtime story reading of the book that parents and children alike can enjoy. Our published book, The Little Chicken Named Pong-Pong, which we also have as a film available on the Project Literacy social channels is available to download on projectliteracy.com/rewritinglives and limited edition print copies will be available in Wanda’s home town. Influencer support on Literacy Day drew attention to Wanda’s story, encouraging downloads of the book. Targeted paid media social teasers and “download now” content supported our campaign. Similar success stories to Wanda’s, from the 100+ Project Literacy partners, have also been brought to life in a similar illustrative style.

The Results                                                                               The campaign has reached over 900M and the total is still rising! Coverage highlights include a Channel 4 interview with Krishnan Guru-Murthy, and presence on Mashable, Huffington Post, BBC and Fox. Influencers supported the campaign on social media, with an audience size totalling 32M. Those who showed their support range from Neil Gaiman, to Forest Whitaker, to Chelsea Clinton to David Walliams.

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