Thanks to the support of JCDecaux UK’s Community Channel we are able to once again celebrate the potential of pre-loved books to find another home and in turn to enable every child to build their own bookshelf. Joyful bright yellow roadside billboards nationwide featuring flying books evoke the joy of books moving from one child’s bedroom to another’s and invite families to pass on the books they’ve grown out of.
This campaign aims to make book ‘pass-me-downs’ second nature for families – encouraging them to pass on books their children have outgrown, and in doing so, share the joy and escapism of reading. Together with JCDecaux UK, we want to find new homes for the 280 million outgrown books in bedrooms across the UK. Families can donate by visiting our donation map to find their nearest drop point.
The campaign is made possible by the support of the JCDecaux Community Channel which provides charities with access to digital advertising locations. M+C Saatchi evolved the campaign creative, introducing a bold and immediate call to action while retaining the joyful flying books and distinctive visual world of our work in schools. Wonderbly, a leading creator of personalised children’s books has donated all illustrations.
Liberty Venn, CEO, the Children’s Book Project: “One of our primary goals is to make it easy and instinctive for families to pass on their books so that they can bring joy to another child. This incredible support from JCDecaux’s Community Channel permits us to reach thousands of parents nationwide and inspire in them the motivation to donate.”
Chris Dooley, Head of Responsible Media at JCDecaux UK: “We’re proud to be supporting the Children’s Book Project through the JCDecaux Community Channel, using our national digital Out-of-Home network to shine a light on the importance of stories and reading in every child’s life. This partnership shows how the public screen can spark curiosity, celebrate community action and help ensure that books, and the joy they bring, are within reach of children everywhere.”
Regan Warner, M + C Saatchi: “As a mum, you don’t really notice the moment your children outgrow their books. One day the stories that were read night after night are simply sitting on a shelf. We’ve passed on hundreds of ours over the years, and I love the thought that those stories can keep going in another child’s home. Working with Liberty and the Children’s Book Project brought home how powerful that simple act can be. Our job was to make the ask just as simple: donate your pre-loved books.”