Research shows that students who struggle with reading in third grade rarely reach the academic level of their grade-level peers and are four times more likely to drop out of high school, creating a lifelong impact. Realizing the significance of these consequences, the Colorado legislature passed a third-grade reading initiative, referred to as the Colorado Reading to Ensure Academic Development (READ) Act, in 2012. The F.W.S.L.R. campaign was initially established as a part of the READ ACT to reach parents and caregivers of children 0-5 years old to inspire them to read to their children and teach them the importance of being able to read.
In partnership with the Department of Education, Amelie evolved and extended the campaign’s reach to parents and caregivers of 6 to 9 years olds. This updated campaign would reflect the different stages of a child’s learning. To reach the expanded audience, we created a TV spot in English and Spanish and supported digital and social assets. The creative aimed to capture the infinite expanse of a child’s imagination, demonstrate that reading was possible anywhere, and create a sense of excitement around reading with and to parents and caregivers.
The campaign is still in market but has reached over a 97% Video Completion rate in its first two months.