| Title | MINISTRY OF TALES |
| Brand | BERÄTTARMINISTERIET |
| Product/Service | READ TO UNLOCK-APP |
| Category |
B02. Native & Built-In Feature Integration |
|
Entrant
|
KING Stockholm, SWEDEN
|
|
Idea Creation
|
KING Stockholm, SWEDEN
|
|
Production
|
NAF Stockholm, SWEDEN
|
|
Additional Company
|
DAISYDISPLAY Stockholm, SWEDEN
|
Credits
| Hedvig Hagwall Bruckner |
KING |
Copywriter |
| Linnéa Gardefjord, |
KING |
Art Director |
| Emelie Jinhee Johnsson |
KING |
Art Director |
| Elin Boëthius |
KING |
Production Manager |
| Victor Söderberg |
KING |
Planner |
| Johan Tesch |
KING |
Digital director |
| Aron Pelcman |
Aron Peleman PR |
PR-manager |
| Frank Hollingworth |
KING |
Creative Director |
| Sunit Mehrotra, |
KING |
Account Supervisor |
| Julius Tuvenvall |
KING |
Studio Manager/Photographer |
| Calle Cassel |
KING |
Graphic Designer |
| Sofia Bellini |
Colony |
Agency Producer |
The Campaign
Ministry of tales (in Swedish Berättarministeriet) is a non-profit foundation that runs reading and writing centers for children in socially disadvantaged areas in Sweden.
Because of distractions such as smartphones, tablets and TV-games, children today read less and less and an increasing number of children in Sweden have trouble with their reading and writing skills. PISA test results are falling.
More than 50% of Swedish parents say they argue with their children about screen time.
Ministry of tales wanted to raise awareness around the issue and help parents and children to use the technology in a more productive way.
The target audience was influencers, journalists and parents who could get the issue up on the agenda.
The long term objective was to build knowledge around Ministry of tales and their work.
Creative Execution
Through a campaign in earned press, social media and digital channels, Read to Unlock was made available to all children in Sweden for free. Without in app purchases or additional costs.