PENGUIN BOOKS

Insight
Parents encourage their kids to read more books, yet they don’t follow their own advice.
https://australiareads.org.au/news/parents-influence-childrens-reading/

BIG IDEA- I want communicate that if parents keep up healthy reading habits, their children will do the same when they enter adulthood. I used a simple visual metaphor of uppercase and lowercase letters to illustrate parents and children.
The Business Problem
People between 35-54 are the least likely to read books.

https://testprepinsight.com/resources/us-book-reading-statistics/


Insight Development
While researching reading habits, I realised that most campaigns targeting children’s reading focus directly on the kids — colourful visuals, playful characters, and child-centric messaging. However, I noticed a behavioural truth: children often model the behaviour of their parents. If parents are seen reading, kids are more likely to pick up the habit themselves.
Strategic Breakthrough — “Reversing the Roles”
Instead of targeting kids directly, I flipped the approach:
• Speak to parents first.
• Encourage their reading habits, knowing kids will naturally mirror them.
This created a “two birds, one stone” effect — motivate parents, and you indirectly influence the child.

EXECUTIONS:
BILLBOARDS
ADSHEL