Literacy Partners, a nonprofit organisation providing free literacy classes to low-income parents, has teamed up with New York-based communications agency, The&Partnership, to create the “What Kids Read” campaign, which brings attention to parental illiteracy and how it impacts their families. Whilst it's a problem that many probably wouldn't even consider, there are actually more than two million adults in New York City alone (one in four people) who are functionally illiterate and have trouble with daily tasks others take for granted such as reading a prescription bottle, helping their child with homework, or even navigating public transportation. The campaign includes an emotional video from a child's point of view and a unique interactive digital storytelling experience. The video focuses on the role-reversal that occurs when parents who cannot read have to rely on their children to do so for them. One child has to read the instructions for a prescription, while another reads an overdue rent notice. Actual students who participate in the Literacy Partners program are featured in the video, and the voiceover is read by Camille McPherson, a first-year student in the program, in an effort to highlight the strides she has already made.
“We hope that this campaign can help to bring about some lasting change and support for the work that Literacy Partners is doing in the community”
The video is complemented with a digital experience at the bespoke What Kids Read website to provide an immersive experience and to build further awareness through social sharing. Visitors to the site will be greeted by what appears to be a beautifully illustrated children's story, but on closer inspection the words are actually that of a medical prescription, a carbon monoxide alarm installation guide or notice of electricity/gas termination. Visitors are then prompted to share this page on Facebook or Twitter, and once the page is shared, the words and illustrations transform into actual children's stories. The stories and book excerpts have been donated by famous children's authors and illustrators, such as Doreen Cronin, Marion Deuchars and Rosemary Wells. Starting with the world preview of Hand in Hand by Rosemary Wells (only due for official release in September), new stories will be revealed over the following month. The site will also provide additional information about the campaign and encourage people to donate to Literacy Partners and help the organisation continue to provide free classes to parents.
What Kids Read
Andrew Bailey, CEO of North America for The&Partnership, said: “We couldn't be more honoured to partner with Literacy Partners on such important life-changing work. The numbers around adult illiteracy and how it affects families is much higher than most people would think, and we hope that this campaign can help to bring about some lasting change and support for the work that Literacy Partners is doing in the community.” Anthony Tassi, Executive Director at Literacy Partners, added: “We are thrilled with the tone and raw emotion brought forth in the film through our students and their children. It is really special to work with partners like The&Partnership who are just as passionate about this cause as we are. Our goal in creating this film is to bring more attention to the role that parents' education levels play in the lives of their children. We want to remind everyone who is committed to helping children that we can't leave the parents out of the equation.”
“Our main goal in creating this film is to bring more attention to the role that parents' education levels play in the lives of their children”
The film premiered earlier this week at the Literacy Partners Evening of Readings Gala 2016. The full campaign, including additional elements on YouTube, Facebook, Twitter and the launch of the site goes live today, June 8. For more information and how to support the work of Literacy Partners. Along with The&Partnership, SOMESUCH (production), Work Editorial (post-production), Framestore (colourists), BlackSmith (conform), Sound Lounge (audio post), Jonathan Tull (audio composer), and StangaOne1 (site build) all volunteered their time and services on the benevolent and creatively interesting campaign.
