The project arose from an initial proposal to promote the cinema at Brynmawr by involving the library service in a project to get children to read the book of the film prior to a showing of the film. This idea was developed and the LEA Advisor for Learning and Teaching – Literacy was asked to join the project. It was agreed that this project would benefit boys in particular. The Advisor identified schools who would welcome some support to improve boys’ literacy and they were contacted to identify 5 or 6 boys who would benefit from the project. It was agreed to use the popular book ‘Diary of a Wimpy Kid’ and tie in the project to the film of the same name. The project took place during the Libraries Festival fortnight in November 2011.
This campaign was very highly focussed with a simple set of objectives (again not SMART) but objectives that are really at the centre of our educational deficit in Wales: the reading level/performance of boys. The reading for pleasure concept is a tough one therefore to pull off – but the creativity of this campaign was very good in seeking ways to engage with the audience – through films. The partnering was very well used (visit to the cinema) and I enjoyed reading the feedback from the project. An entry that scored high marks in the areas of sustainability, creativity and partnerships – a great basis to build this concept in the future.
We apologise that the above project document is only available in English