Children
The Gift of Reading®
Awareness campaign
The Gift of Reading® campaign
The advertising campaign for The Gift of Reading® was designed by Bleublancrouge on the basis of the following message: “When a child doesn't read, imagination disappears.” To convey this idea to the general public, the different advertisements show fairy tale characters, such as Cinderella and Peter Pan, slowly fading away in hospital. These characters represent the imaginary worlds of children without access to reading, which are likely to disappear over time.
Credits
Agency: Bleublancrouge
Consultants: Carol Jungpeter
Project officer: Audrey Besner
Creative director: Gaëtan Namouric
Copywriter: Maxime Paiement
Art director: Frédéric Roux
Print advertising
Peter Pan wheelchair concept In his usual garb, an elderly Peter Pan sits in his wheelchair in front of an open hospital window. The wind blows the curtains into the room. Life and time have left their mark on him. Looking up at a shooting star in the sky, he appears sad not to be able to fly away. He has a hospital bracelet on his wrist. |
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Cinderella IV drip concept Cinderella wanders the corridors of a hospital with her IV drip. She’s wearing her ball dress, and has only one shoe on. Visibly worn down by illness, she is pale and weak. She has to lean on her IV stand to move forward. She has a hospital bracelet on her wrist.
Credits Agency production director : Ève Mathieu Photographer: Alain Desjean |
Radio advertisement
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Credits:
Agency: Bleublancrouge
Consultant: Carol Jungpeter, Audrey Besner
Creative director: Gaëtan Namouric
Copywriter: Maxime Paiement
Production co-ordinator: Danielle LaBranche
Sound: AudioZ
TV advertisement
Imaginary hospital
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Credits: Production co-ordinator: Lisa Arduini Director: Jean-Michel Ravon Director of photography: André Turpin Production company: La Fabrique d’images Postproduction: Buzz Images Music: Joss Dumas, AudioZ Composer: 4 Monkeys Sound: AudioZ |
Scenario
Cinderella wanders the corridors of a hospital with her IV drip. Her blue ball dress is all wrinkled. Visibly worn down by illness, she is pale and weak. She passes, one by one, Tom Thumb, moving along slowly with his walker, a sick elderly dwarf, an aging Peter Pan in his wheelchair, and Sleeping Beauty, still asleep. Suddenly, the continuous buzz of a heart monitor is heard, warning that a patient’s heart has stopped beating. Cinderella watches as medical staff rush toward Little Red Riding Hood’s room. Then a child is heard saying: “When we can’t read, the world of our imagination disappears. Give The Gift of Reading®.”