New Blood Entry — Lit on Beat
Award: Yellow Pencil
Penguin / 2021
Due to the lack of racial representation in English Lit, black teens are understandably feeling neglected and less connected to books. So what about these teens who are also dyslexic, adding another barrier between them and the written world. These teens may not realise it but they are listening to poetry on a regular basis. They’re listening to rap. Rap originated from and represents the black culture. Rap and poetry, is just a combination of organised sounds and rapping can help improve auditory processing and language skills. Lit on beat is Penguins movement to bridge this gap between poetry and rap. To show these teens that literature is in the music they listen to. The movement aims to represent a culture that is being left out of the curriculum as well as helping those who struggle.
What did the judges have to say?
"Not only did this campaign have exciting and compelling creative design, it fully considered accessibility for young readers and excelled the brief."
Alexandra Sheppard, Author, Alexandra Sheppard
"Interesting focus on dyslexia giving a different perspective to the connection between rap and literature. Excellently researched and executed."
Zaahida Nabagereka, Programme Manager, Lit in Colour, Penguin Random House
"A completely unique approach, using dyslexia as an entry point but building a campaign that was relevant and accessible to all. Met the brief and went well beyond. Excellent visual storytelling, very compelling."
Peter Higgin, Director of Enrichment (CEO), Punchdrunk
"Strategically very strong, going beyond the brief to identify an audience group who could most benefit from connecting with books. This insight was translated into a bold creative idea that was executed in many different dimensions."
Amanda Jones, Planning Director, The Gate London
"Lit on Beat took the Black Pencil because not only did it fully understand and execute the brief, it also seamlessly incorporated the role of dyslexia in learning, and I think that really made it stand out."
Melody Sylvester, HEAD OF FILM, Engine Group London
"Lit on Beat really met the brief and went well beyond. It was really interesting, the focus on dyslexia, which then took a turn with these different perspectives and connections between rap and literature."
Jade Tomlin, Group Creative Director, AKQA London