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Bookstart ‘Little Monster’

Agency: Kitcatt Nohr Alexander Shaw

Client: Booktrust

Independent charity, Booktrust, has launched its debut TV campaign to raise awareness of their gifting programme which encourages parents and carers to enjoy free books with young children.

The TV campaign from Kitcatt Nohr, features two 30-second and one 20-second animated film. They will run across national terrestrial channels Five and ITV 1 and satellite channels including, ITV 2,3 and 4, Cartoon Network and Boomerang. The ads will also run on a number of Asian channels such as Star TV and Bangla TV.

The target audience are being encouraged to respond to the adverts by texting free from their mobile phones.  Respondents will receive a free storybook and information about where to collect other free books. 

Bookstart Campaigns and Communications Manager, Emily Butt, said, “We believe this TV campaign will reach specific groups in society who might not think of book sharing as a matter of course such as non-native English speakers, ethnic minorities, teenage mums, travellers or single mums.”

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