Worldreader, Pearson, Project Literacy and Happy Creative Services India prepare kids for a brighter future through their read to kids campaign

Worldreader, a global nonprofit on a mission to create a world where everyone is a reader, in collaboration with Pearson, the world’s learning company, and Project Literacy, a convened movement to end global illiteracy by 2030, has partnered with Happy Creative Services to communicate its new campaign in India called “ReadtoKids.com.” Apart from building startup brands from scratch, Happy is known for behavioral change projects such as Team Swachh and Team Swachh Action Kit. Their months of communication and creative strategy for ReadtoKids.com is now ready for roll out.

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Happy’s strategic thinking has distilled Worldreader’s goal to “ensure that all children have an equal opportunity to develop pre-literacy skills and be better prepared for school.” By providing free access to high quality and relevant story books via mobile phones, ReadtoKids.com aspires to encourage parents and caregivers to tell stories and read to their children between 0 to 6 years of age. In India, a large percentage of households do not have enough and/or relevant books for children between 0 to 6 years of age.

In its pilot phase, launched in New Delhi, the program aims to provide access to over 200,000 low income households and create over 20,000 habitual readers among parents and caregivers by March 2017. The project is run by Worldreader United Kingdom and is also implemented by local partnering nonprofit and education organizations like SARD.org.in, Katha.org & HLFPPT.org

The television campaign for ReadtoKids.com puts children in the spotlight and consciously uses stories as a device to communicate the message “Aaj ki kahani, kal ki tayyari” (Today’s Stories, Tomorrow’s Preparation). The campaign’s optimistic approach highlights the positive impact of telling stories to children in their formative years.

“Reading unlocks people’s potential and ultimately helps create more prosperous and thriving societies. That’s why Worldreader, in partnership with Pearson and Project Literacy, is promoting reading to children amongst parents in Delhi through ReadtoKids.com,” said Bhanu Potta, Worldreader. “We’re thrilled to be working with the Happy Creative Services team to help build awareness for Read to Kids and the positive effects of using your mobile phone to read and tell stories to children from the time that they are born.”

Kartik Iyer, Co-founder and CEO, Happy Creative Services said, “Storytelling has been a part of our culture from the beginning of time. Nearly all of our history, culture and scriptures have been passed on through storytelling. Yet, this as a practice has diminished of the last few decades. It’s no secret that stories help in developing a child’s imagination and cognitive skills. We are really proud of partnering with Worldreader on such a commendable effort to equip parents to be able to tell their children better stories. Nothing feels more rewarding than making a difference to the children of our country.”

Credits –

Producer: Bhavna Singh