Creativity

Watch Idris Elba Read a Bedtime Story (for a Very Important Cause)

Effort From Cannes Grand Prix-Winning Client Pearson Is a Formerly Illiterate Mom's Original Take on 'Chicken Little'

By Alexandra Jardine. Published on Sep 08, 2017

Editor's Pick

Pearson's "Project Literacy," which won a health and wellness Grand Prix at Cannes last year, is back with a new campaign highlighting adult illiteracy, this time featuring actor Idris Elba.

To mark International Literacy Day, Project Literacy is publishing a bedtime story written by a mother who has spent the last year learning to read and write. Written by Wanda Stewart from Philadelphia, the book features a foreword from Elba, who is an ambassador for the project. "The Little Chicken Named Pong-Pong" is her own original interpretation of the classic fable "Chicken Little."

Illiterate in her early motherhood, she struggled to read bedtime stories to her children when they were young; using her imagination, she made up her own tales to match the illustrations and created a recurring character called "Pong-Pong the Brave."

Project Literacy partnered with Stewart to make illustrations and a new story, and the book will be available free to download online and will also be stocked in Stewart's local library. To highlight the project, Pearson made a video of Elba reading the story, seen here. Kids will love the cute illustrations and story -- and we're sure plenty of parents, too, will enjoy the actor's honeyed tones reading a soothing bedtime tale.

The campaign is by FCB Inferno, London, and PR agencies Weber Shandwick and Chloe Franses. For every book downloaded, Pearson will donate $1 to Project Literacy partners who are helping adults learn to read and write.

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About

Credits

Date
Sep 08, 2017
Agency:
FCB Inferno London
Client:
Pearson
PR Agency:
Weber Shandwick
PR Agency:
Chloe Franses

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