TRUST CHILDREN’S LITERACY
This was a trust campaign for McDonald’s continuing the work of ‘Change a little. Change a lot.’
We found out McDonald’s is the biggest children’s literacy provider, giving out 130 million books in their Happy Meals since 2013.
We wanted to remind the nation about the importance of reading to children, encourage parents to read to their kids and what McDonald’s is doing to help.
There shouldn’t be any barriers to sharing a story. Every child should be able to enjoy a book so we created a bespoke bookmark to help children with dyslexia. The reading window in the bookmark allows children to focus on each sentence one by one which is a huge aid for people with dyslexia. The plan is to put these bookmarks in all Happy Meals across the UK.
Every child has their own story and imagines it in their own way. So we created tray liners that encouraged children to write their own stories and feel totally represented within the pages.