The Little Chicken Named Pong-Pong campaign led by Weber Shandwick in London for Project Literacy, a global initiative spearheaded by Pearson, has been named a ‘Brand Led’ category winner at the inaugural Campaigns for Good Awards, a new initiative from PRWeek, Campaign and Third Sector.
Created together with our IPG sister agency, FCB Inferno, the campaign was designed to raise awareness and drive action in the face of the illiteracy crisis in the UK and US. We built our campaign around Wanda, a mum of two from Philadelphia who has spent the last year learning to read and write. When Wanda’s children were young, they would ask her to read them a book at bedtime and because she couldn’t read the words, she would make up a story using her own character, Pong-Pong. We invited her to reimagine the children’s classic ‘Chicken Little’ as ‘The Little Chicken Named Pong-Pong’ and enlisted Idris Elba to launch the book in an emotive ‘bedtime story’-style film, which was released across a variety of channels on International Literacy Day, 8 September 2017. High-profile influencers drove mass awareness and a fully integrated earned media strategy ensured the story reached over 960 million people.
The Campaigns for Good scheme is an opportunity for agencies, charities, NGOs and public bodies to prove their ability to produce creative and effective good-cause campaigns for clients, and for brands to showcase their corporate social responsibility – full details here.