Race for Reading campaign

Schoolreaders are a national charity whose vision is that every child should learn to read well. They do this by recruiting volunteers that supplement classroom teaching by listening and supporting primary school children to read on a one-to-one basis.

How we helped

Adept worked closely with the charity to truly understand the need for the event, breaking down the primary objectives, target audiences and how to deliver a fun and unique brand awareness and fundraising campaign. Following key workshops, the name ‘Race for Reading’ was chosen because of the clear connection between the cause and the event.  

Having established the goals, audience, and scope of the project, we began with a creative stage to establish a logo and strong campaign identity that would be distinct and make an impact in a very competitive virtual space.  

We wanted the identity to be fun, inclusive and to project motion, reflecting the theme and target audience, and importantly we wanted the campaign to maintain a synergy with the main Schoolreaders charity by utilising key brand elements from their existing guidelines to further build brand recognition.

The new identity was implemented throughout a series of printed and digital assets for the event, including the creation of graphics for the fundraising platform the charity used to collect donations.

The results

The campaign has been the most successful campaign the charity has ever run, both in terms of raising brand awareness and smashing the fundraising target, and while all credit must go to the Schoolreaders team who worked tirelessly to promote the campaign through social media, celebrity endorsements and press releases, they were keen to make us aware that our branding of their campaign played a significant part.