New Zealand Book Council partners with Harry Potter publisher to encourage more Kiwi boys to read in new campaign via Colenso BBDO

A new campaign from the New Zealand Book Council (NZBC) and Colenso BBDO aims to address declining literacy rates, by encouraging Kiwi kids to read the books that inspired some of their favourite movies.

Literacy rates among Kiwi children are on the decline. New Zealand’s 2016 Social Report found that just 44% of Kiwi men aged 16-24 have achieved at or above level 3 literacy – the level needed to function in day-to-day society.

To help turn this troubling statistic around, the NZBC joined with the National Library and Duffy Books in Homes to consult directly with Kiwi boys aged 10-15.

In a series of co-design workshops, the boys revealed that reading needed to be more closely linked with the activities they enjoy most – like going to the movies.

Says Jo Cribb, CEO, NZBC: “From The Hunger Games to Harry Potter, some of the world’s biggest films were actually based on books. So we thought – if that link already exists, let’s make the most of it.”

VIEW THE TRAILER

The result was ‘book trailers’ – short films designed to play before trailers for blockbusters based on books, encouraging kids to make the movie even better, by reading the book that inspired it.

The campaign has started off on a high note, with a partnership with UK publishing powerhouse Bloomsbury – publishers of the Harry Potter series – to create a ‘book trailer’ for J.K. Rowling’s Fantastic Beasts and Where to Find Them.

Says a Bloomsbury Children’s Books representative: “We’ve been delighted to collaborate with the NZBC on this exciting project. We hope it’ll inspire young people of all backgrounds to pick up this magical book from J.K. Rowling’s Wizarding World.”

Award-winning production house, Assembly, crafted the animated trailer – and scored an original, cinematic-style track to accompany it.

The film will be released as pre-rolls specifically targeted to play before YouTube trailers for the upcoming Fantastic Beasts: The Crimes of Grindelwald – clicking through to a free preview of the book at www.booktrailer.org.nz, donated by Bloomsbury.

Val Morgan, New Zealand’s largest cinema network, have also played a pivotal role in the campaign. With their backing, the ‘book trailer’ will be played on the big-screen, in cinemas around the country.

Says Matt Tremain, national sales director, Val Morgan: “We’re very excited to help the NZBC bring this idea to life on a larger scale.”

Digital posters will also appear in cinema lobbies, along with digital video walls, and digital banners across national online ticketing sites.

Says Cribb: “The NZBC wants to find new ways to re-engage boys with the joy of reading. And it’s been wonderful to work with so many different organisations on a project that does exactly that.”

The campaign launched on International Literacy Day, Saturday September 8th, and will run up until the release of the new Fantastic Beasts film in November.

Client: New Zealand Book Council

Media Company: OMD