Getting response is great. But getting response from exactly the right target audience is even better.
Reading to a child can give them a great start in life. It has lots of rational, long-term benefits. Unfortunately, these have little resonance with teenage mums, single parents and non-native English speakers. Many think books are just ‘not for them’.
The government’s Bookstart scheme wanted to give free books to people like this. But there’s a reason they’re called ‘hard to reach’. And they’re even harder to motivate.
Another hectoring lecture about education would hardly help. Instead, we presented reading as a way to calm unruly children. Forget peace of mind. They just want peace.
80,000 frazzled parents texted us for a free book. Even better, postcode analysis proved the texts came from exactly the right people.