Project Literacy is a global campaign founded and convened by Pearson, the FTSE 100 publishing company, dedicated to building partnerships and driving action that puts reading and writing within everyone’s reach.

Following our campaigns Alphabet of Illiteracy and First Words, we had to find a way to bring attention to International Literacy Day and the huge problems it aims to address.

So, with the help of newly literate mother, Wanda, we have rewritten a children’s classic to help rewrite lives.

The project was jointly created and implemented by FCB Inferno and Weber Shandwick.

The Insight

Illiterate in her early motherhood, Wanda struggled to read bedtime stories to her children when they were young; using her imagination, she made up her own tales to match the pictures of the books she was reading, starring her own character called “Pong-Pong the Brave”.

The Idea

Using International Literacy Day as a hook, Project Literacy (founded and convened by Pearson) asked Wanda, a mother who has spent the last year learning to read and write,  to ‘re-write’ the classic children’s story ‘Chicken Little’ using just the illustrations as her inspiration, to help bring to life the challenges faced by illiterate parents every day.

The Work

To help take Wanda’s story from her imagination to a global audience, we approached actor and activist Idris Elba, who felt so passionate about the cause, he contributed a foreword to the book and filmed a heartfelt bedtime story reading of the book that parents and children alike can enjoy.

The Book

Our published book, The Little Chicken Named Pong-Pong, which we also have as a film available on the Project Literacy social channels is available to download on projectliteracy.com/rewritinglives and limited edition print copies will be available in Wanda’s home town. Influencer support on ILD drew attention to Wanda’s story, encouraging downloads of the book. Targeted paid media social teasers and ‘download now’ content supported our campaign. Similar success stories to Wanda’s, from the 100+ Project Literacy partners, have also been brought to life in a similar illustrative style. 

Influencers

Influencers supported the campaign on social media, with an audience size totalling 32 million. Those who showed their support range from Neil Gaiman to Forest Whitaker, Chelsea Clinton to David Walliams.

1 billion

reached by the campaign!

428

pieces of coverage.