Cereal box reading campaign creators shortlisted for prize
A PR company has been shortlisted for a prestigious national award for its campaign aimed at encouraging children to read while having breakfast.
Uniting the worlds of cereal boxes and literature has earned Twelve Thirty Eight in St Albans plaudits due to its work for the supermarket chain Asda, according to the Herts Advertiser.
Excerpts of popular children's novels appeared on over five million boxes across the supermarket chain's national network after the retail giant "loved the idea" of including book excerpts and illustrations, said Twelve Thirty Eight managing director Hamish Thompson.
"We saw the 15 minutes that they spend over breakfast … as a rare opportunity in the day to get kids interested in reading," he added, arguing that many children spend their breakfast times in front of either the computer or the TV.
The same target group of children will soon undergo an entirely different approach in reading tests at schools, as a new form of examination focussing on phonics will begin rolling out next year following successful trials in 300 schools.
