A Dire Warning About Not Reading to Your Kids from Save the Children

Illiteracy Film From 'Most Shocking Second' Team Aims at Parental Guilt

Published on Sep 10, 2014

Editor's Pick

Save the Children is using shock tactics again with this film from the same team, Don't Panic London, that brought us the Most Shocking Second a Day film about the Syrian crisis back in March. This time the danger to children that's being highlighted is closer to home; illiteracy in the U.K.. Promoting a campaign to encourage adults to read to their kids for at least 10 minutes a day, it starts with a scenario of a father too tired to read to his son. It then takes us through his imaginings of the worst possible outcomes in the boy's future; from academic and social failure, through to not being able to take public transport, via drugs and violent video games to a failed marriage. While this might seem a little heavy-handed, the film (which ends on a more positive note as the father changes his mind) is guaranteed to induce the parental guilt that is the charity's goal. Jonathan Pearson directed the spot via Unit9.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Sep 10, 2014
Don't Panic London
Save the Children U.K.
Jonathan Pearson
Production Company:

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.