2 GOLD ADDYS – DISTRICT 9 AMERICAN ADVERTISING AWARDS

How to make early learning fun for a highly targeted demographic.

Shortly after launching Can’t Wait to Read, we saw an opportunity to boost the campaign’s resonance in a tight-knit Hispanic community. With an approach based in behavioral science and human-centered design, we created an effective and highly targeted extension to the overall campaign.

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An educational toolkit disguised as a picture book.

We packaged more than a dozen valuable literacy resources into the ultimate early learning tool: a children’s storybook. Every element of “Just Like You” was intentionally designed and tested for cultural authenticity, sensitivity and resonance.

“The content, the colorful illustrations and characters are so culturally diverse! It fits so well with our population of students and demographics! Thank you!” – Louisa Garcia Gonzalez | Dual Language Teacher in Liberal, Kansas

Earning trust with authenticity.

To get the book and its valuable resources into the community, we equipped local media and trusted community influencers to spread the word – bilingually, of course. They became the voice of “Just Like You” in videos, radio ads, social ads and book distribution events.

Our target audiences heavily indexed for online entertainment and smartphone use, so we created an augmented reality cover to help entice parents to pick up the book and learn with their children.