Inspiring charitable behaviour not just charitable giving.
Reading is Fundamental (RIF) is the USA’s largest child literacy organisation. Their mission is to empower children to take their future into their own hands through book distribution and community reading programs, especially in underprivileged areas where only one in 300 kids owns a book. In a crowded market, their incredibly important work often went unnoticed. Our challenge was to reinvent the brand to capture the imagination of a new generation.
Over the last 30 years our relationship with ‘giving’ has changed. We have come to value taking part over simply paying money. We brought RIF back into the spotlight via a culturally relevant branding campaign that inspired people to feel part of the organisation as opposed to feeling obligated to donate to it.
Client: Reading Is Fundamental Agency: Mother New York/Mother Design Creative Director: Michael Ian Kaye Design Director: Christian Cervantes Design: Chris Rogers, Wei Lieh Lee, Christian Cervantes, Matt Wenger Mother:Krystle Loyland Strategy: Marissa Shrum, Phil Graham Photographer: Josh Dalsimer Illustration: Mark Giglio, Dan Stiles, Todd St. John, Steven Harrington Font: Bold Monday, Christian Cervantes, Matt Wenger Producers: Hannah Glazebrook, Shalini Carbone, Jordanna Vogel