The National Literacy Trust hired us to work with them on the launch of Words for Life, a consumer-facing website which encourages parents to get involved in helping their children develop literacy skills.
We created a high impact communications strategy for the launch of Words for Life, securing Natalie Cassidy, celebrity mum and TV presenter, as an ambassador for the campaign. We also worked closely with publishers to secure endorsement from children’s authors and illustrators as well as engaging web content for the site.
The main audience for Words for Life are families at the lower end of the economic spectrum and our approach took this into account by focusing first and foremost on offline media. On launch the project received national press and TV coverage as well as coverage in regional, specialist children’s and education media. The media coverage was supported by a new Facebook page where we posted content from the website, unique competitions and regular updates to engage and grow the audience. Beyond launch we continued to work on the content strategy for Words for Life and ongoing media and communications work.