Keep Children Reading
Crisis Response Campaign
In the spring of 2020, COVID-19 disrupted schooling on every continent. Melanie and her team at Worldreader sprung into action with a crisis response. The tech team rushed to adapt the BookSmart digital reading solution for mobile phones, so families in under-resourced communities could keep children reading. BookSmart was such a purpose-built solution for the crisis, that it was promoted by UNESCO as an official distance learning solution for families globally. As the senior director of Global Marketing & Communications, Melanie led a marketing strategy that drove 40K new readers in the Global South to the BookSmart app in two weeks. She also served as the creative director for all the marketing collateral and the media lead. Here are just a few of the elements from the campaign.
Campaign Launch Email
An email to Worldreader’s supporters launching the crisis response initiative, Keep Children Reading.
One-pager
A one-pager developed for the Worldreader board members to use in soliciting donations in support of the Keep Children Reading Initiative.
Promotional Video
This video promoting the BookSmart app was shared with Worldreader’s partners to help them orient parents and caregivers to the reading app so they could keep their children reading during the pandemic.
Earned Media
Melanie served as the media lead for Worldreader working with the journalist to get this article written and published in the New York Times featuring children’s books on the Worldreader’s BookSmart app.
Thought Leadership
A blog post Melanie commissioned and edited by Worldreader’s director of education, Wendy Smith, promoting reading among families during school disruptions.
Cause Marketing
A series of WhatsApp tiles to push readers to the BookSmart app. This mini-campaign in partnership with Jio was part of the greater Keep Children Reading Initiative.
Earned Media
An article in Publishers Weekly discussing the availability of books about the coronavirus on the BookSmart app to support families during the pandemic, including this family in Ghana.