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Media
The Reading Foundation

BACKGROUND This year’s Youth Books Week, organized by the Belgian Reading Foundation, was all about “Danger”. But next to movies, games, tablets and smartphones, books are perceived as boring by kids. 

We needed to show kids and their parents that books can still be exciting. IDEA We didn’t tell kids books are exciting. Their own bodies did. In a reading experiment, we let kids sit down and read some of the books that featured in the youth books week. Various hidden measuring instruments captured the readers’ physical response to the content they were reading. This made it clear that an exciting part in a story lead to a significant difference in heart rate, breathing, muscle tension and body temperature. 

The bodies did not lie and the experiment was turned into a short documentary broadcasted on the largest children’s television network in Belgium. RESULTS 200.000 kids watched the broadcast of the reading experiment on Ketnet TV That’s 1/3 children within the target group 6-12y in the Flemish community in Belgium. 100.000 kids participated in the Youth Books Week 10 000 books were read during Youth Books Week Earned media coverage worth 125.000€ on a production cost of 3.500€ +5% in youth book orders

Advertising Agency:Havas Worldwide, Brussels, Belgium
Creative Directors:Jorrit Hermans, Tom Loockx
Account:Yana Huyghens
Production:Robovision
Client contacts:Tine Kuypers, Sofie Dewulf