Changing Behavior One State at a Time

Challenge

The entire state of Georgia is in a literacy crisis. Only 36% of 3rd graders in Atlanta Public Schools can read at their grade level. More than 800,000 people in the region are illiterate. We need to inspire a generation of readers by tapping into the insight that Storytelling is a part of every DNA.

Insights

Our Race2Read Program, initiated by Atlanta Public Schools, encourages 20-minutes of leisure reading per day. We promote 20-minutes because it is an obtainable change in behavior. Studies show this reading time will add 1.8 million words to student vocabularies in a year. Participants will also score in the 90th percentile on standardized tests vs. peers who barely score in the 10th percentile.

Strategy

We used omnichannel messaging to promote the 20-minute message and directed our audience to a microsite that makes the challenge fun by earning achievement badges and being a part of an exciting 10 million minutes challenge.

Results

• 7MM+ impressions