Books for Schools

Books for Schools is a simple concept. A school registers. Kids collect tokens. A teacher counts the tokens and sends them in. The kids get free books.

Andy and Amy ran this promotion for 5 years at The Sun from 1999. Over 6 million books went out to schools. More than the government provided in the same period.

The Times already have a strong programme working with schools and teachers. They needed some activity connecting their existing investment in education with kids and parents. Book for Schools is the ideal vehicle. But a, fresh, more relevant Books for Schools.

Launched in January 2009, the re-born programme offers an all new book list, revised three times each year in line with each school term. A stronger leaning toward primary schools kids where the impact of the written word is huge. A broader range of books focusing on reading for fun as well as for learning - after all, reading is as much about developing the imagination and being fun as it is about learning. And a simple, easy to access, way of participating.

whynot! created the concept, designed all the campaign assets, negotiated all of the book deals and now oversee campaign implementation. Head to toe involvement.

Over 12,000 schools are participating, that’s 1 in 3 of all UK schools. Orders are pouring in. The feedback from teachers, kids and parents is all positive. Has it been a success? It’s part of The Times 2010 plan, so that’s a yes.

www.freebooksforschools.co.uk