THE BRIEF
Your brief is to deliver a creative resource that will inspire and motivate our target audience of dads to read to their children for just 10 minutes every day.
The creative can take any form (for example print or online advertising, a video, info-graphic, an experiential movement etc), but it must leave audiences with an understanding of just how much of a difference 10 minutes a day reading with a child can make.
THE IDEA
Utilise a daily resource that is widely available for anyone to purchase. By using something that is already apart of people's routine (or could easily be integrated into a routine), the campaign would sit and be exposed daily in a non-invasive way.
Allow the newspaper to go from a single user experience to an activity that can be enjoyed together.
THE I NEWSPAPER
The i newspaper is published by Independent Print which publishes The Independent. The i is aimed at “readers and lapsed readers” of all ages and commuters with limited time, being the cheapest newspaper to purchase in the UK.
The newspaper can also be bought through a subscription service that is available in print (a prepaid card is given to subscribers that can be scanned in store) or on the iPad. Meaning the breadth of exposure and accessibility can reach a wide audience.
For the i newspaper to show its support of Save the Children, the i logo can be adapted to include their logo too.
Showing the partnership that has been made between the 2 organisations, and making a new identity.
KID APPEAL
The newspaper isn’t targeted for children, thus, the design isn’t appealing for them to engage with it - and why would they? Children like colour and images, which the newspaper does but in small quantities.
The solution? Allow kids to have their own spread in a newspaper that is fun, engaging, and brings them their own ‘news’ each day.
Capture the appeal of kids ‘language’ i.e. content they currently read/engage with, and how this can translate into a newspaper format.
THE SPREAD
The content of the spread is determined by the word of the day. This will enable children to learn a new word and associate it with things they’ve read about in that day’s issue.
As the word of the day changes, so does the content, logo doodle, and images at the bottom by the partnerships.
Overview of how the spread would look.
NAVIGATION
If you want to read specific sections, the colour coded symbols can help guide children and adults to them.
The colour palette of the Read On. Get On. is very colourful which will help engage children with content.
Using these colours, a navigation system can be made to visually show the different sections of the spread. If you want to read specific sections, the colour coded symbols can help guide children and adults to them.
FEATURES
Words that may be difficult for children to understand are highlighted and repeated in the ‘tricky words on this page’ box. This can help them learn words and spellings if they wanted to. This way, reading doesn't have to be a struggle because the resource is there for them to learn, and parents don't have to worry about how to explain the definition.
Messages for grown-ups are given throughout the spread to remind them of the Read On. Get On. values.
Activities and books are suggested based upon the 'word of the day' that grown-ups and children can enjoy together.
CLOSE UPS
TYPEFACE
The Read On. Get On. guidelines stipulate that Gill Sans (regular or light) is to be used. However, the typeface could be confusing for children who are learning to recognise and write letters because the lower-case ‘a’ and ‘g’ are different (double-story) to how children learn how to draw those letters (single-story).
Due to this, I propose Gill Sans Infant should be used so children don’t get confused with letter forms.
ADVERTISING
To be the middle spread so it can easily be removed
The i newspaper has a banner which is repeated across every page, acting as a contents tool to help navigate through sections in the newspaper without having to go back to the beginning or flick aimlessly through pages.
New proposed banner which could advertise the spread on every page of the newspaper.
THE MATRIX PAGE
The matrix page in the i newspaper gives a break down of some of the top stories in that day’s news. This could also serve as an opportunity to indicate to adults some articles that would be suitable or of interest to children - particualry older children.
This could serve as a transition to reading articles in the main newspaper.
IPAD
Content can be zoomed into to so adults and children can alter the size of the text.
Links enabled on iPad version. If you wanted to find out more information about the book of the week, you could click on it which would take you to children’s book site.
LONG TERM
// Children having their own newspaper with news that is different from the regular paper would help start
conversations between children and their dad.
// It encourages children to read but for adults to be there to guide them on what they’re stuck with.
// Also gets children interested in what’s going on in the world/local to them.
// Could spark an interest in getting children to read articles in the main newspaper.
// Allows adults and children to have a new reading resource everyday, so they’re not stuck reading the same
stories all the time.
Thanks for looking!
