New Blood Entry — Read the World
Award: Yellow Pencil
Penguin / 2021
Read the World is a campaign that aims to promote and give children the opportunity to read translated fiction with a pen pal. It aims to help children learn about, experience, and connect with the world, developing a global outlook. It aims to enable and encourage children to explore their own and others' cultures and histories. Targeted at 11-12-year-olds, the campaign's visual identity is based on the theme of world adventure and discovery.
What did the judges have to say?
"This campaign had a very enticing design and strong creative execution – the concept brings reading and storytelling to life in a unique way."
Alexandra Sheppard, Author, Alexandra Sheppard
"This idea was really simple, but approached the brief in a very unique way. We loved the global outlook, which was hugely appealing, as was the simplicity and brilliance of bringing together participants as pen pals. The visual execution was on brand and supported excellent storytelling."
Peter Higgin, Director of Enrichment (CEO), Punchdrunk
"I loved this so much as it was offering a diverse cultural perspective to engaging young people with literature. It was sensitive to global connections and innovated the learning experience by offering cross-cultural exchange for pupils. Brilliantly executed too."
Zaahida Nabagereka, Programme Manager, Lit in Colour, Penguin Random House