Pearson's "Project Literacy," which won a health and wellness Grand Prix at Cannes last year, is back with a new campaign highlighting adult illiteracy, this time featuring actor Idris Elba.
To mark International Literacy Day, Project Literacy is publishing a bedtime story written by a mother who has spent the last year learning to read and write. Written by Wanda Stewart from Philadelphia, the book features a foreword from Elba, who is an ambassador for the project. "The Little Chicken Named Pong-Pong" is her own original interpretation of the classic fable "Chicken Little."
Illiterate in her early motherhood, she struggled to read bedtime stories to her children when they were young; using her imagination, she made up her own tales to match the illustrations and created a recurring character called "Pong-Pong the Brave."
Project Literacy partnered with Stewart to make illustrations and a new story, and the book will be available free to download online and will also be stocked in Stewart's local library. To highlight the project, Pearson made a video of Elba reading the story, seen here. Kids will love the cute illustrations and story -- and we're sure plenty of parents, too, will enjoy the actor's honeyed tones reading a soothing bedtime tale.
The campaign is by FCB Inferno, London, and PR agencies Weber Shandwick and Chloe Franses. For every book downloaded, Pearson will donate $1 to Project Literacy partners who are helping adults learn to read and write.