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Growing with the Book
Campaign for the promotion of reading
Under the auspices of the Association of Czech Booksellers and Publisher
CAMPAIGN OBJECTIVES
To increase the society‘s knowledge potential
To address non-reading groups of children and young people
Broad co-operation and partnership
FINANCIAL STRATEGY
Establishing a budget category within the
framework of the ministries of education and culture
Offering advantages to sponsors Lobbying Making effective use of existing opportunities in
the field of co-operation Studying the contribution of literary literacy to the
country‘s economic development
Campaign Tools Nationwide, regional and local competitions Parent and teacher participation Wide-scope promotion and medialisation of
reading in general (positive role of inexpensive books, books sold as newspaper supplements)
Literature on-line, positive confrontation between books and PCs
Programmes within the framework of nationwide and local book events
Pushing through a new popular TV programme or talk show
Link between reading and lifelong learning Celebrity participation: what I read and why
Campaign Implementation – Stages
Pushing through a nationwide strategy for the
support of reading, e.g. National Year of Reading Partial presentation Broad co-operation Promotion in bookshops – promotional products Libraries and schools – venues for group reading
and education towards reading
PROMOTION
Poster promotion campaign – subway, trams, leaflets
Advertising slogans „I Read! Wanna Meet?“, „I Know All the Lettres“ etc. on promotional products popular with children of various age groups
Paper tape measure „Growing with the Book“ with spaces to fill in the titles read at the various bodily heights
Choosing what to read? – event in co-operation with booksellers and libraries
Competitions involving the participation of advertising agencies
MISSION OF ANY BOOK FAIR
Continual and progressive development of the organisation that all participants can benefit from
Respecting specific values that create the book fair‘s identity
Promotion of book reading that supports all book trade participants
Various promotional expectations
Promotion of Literature and Reading
Festival-type programme
Multicultural events