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| You are reading about: > Firedog / Our
work / Design
for print / BBC RaW workbook |
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| Firedog deliverables:> Book
design • Design for print • Illustration |
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| Who is the client? |
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| BBC
RaW (Reading & Writing).
RaW is the BBC’s biggest ever adult literacy campaign aimed at 12 million adults
with a reading age of 9 – 14.
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| What was the brief? |
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As part of the Parent Phase of the RaW initiative,
Firedog were commissioned to create a Parent Pack as the
key component. The brief was to create a pack that would
inspire and motivate non-reading parents to engage in storytelling,
reading and writing with their children.
The pack required a populist, entertainment approach,
with highly visual content, and full of creative
ideas and activities for parents and children
to do together. This was to be underpinned
by a strong educational pedagogy to support
the adult literacy objectives of the campaign.  The
ultimate goal was to create a fun and interactive
experience that would give parents more
confidence with storytelling and the written
word, and enjoy getting involved with learning
alongside their children.
The pack is to be distributed for free via a television
campaign, and through libraries and other
RaW centres throughout the UK.
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| What was Firedog's solution? |
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| Firedog
created a concept set in the fantastical world
of ‘Max and
Lara’s Amazing Travelling Space Circus,’ and developed a
fully illustrated 44 page storytelling activity
book. The story portrays the adventures of two
young siblings, Max and Lara, as they unexpectedly land on
a strange orange planet. They discover and befriend some
strange creatures, and overcome a dangerous plot by the evil
General R T Facts that threatens to destroy the space circus.
The book is full of interesting and humorous characters, and combines a highly imaginative
narrative with full page illustrations to engage
readers with the story. Aimed at the parent’s children, aged
3 – 10,
it is they who become the protagonists for their
parent’s
learning. ‘Give it a go’ activities are woven into the plot
and are designed as fun exercises for the parent
and child to do together.
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These are combined with ‘Hint’ boxes scattered throughout the book
that provide helpful tips for taking story ideas further. As a
reward, stickers can be collected for each completed activity to build up a
colourful picture of the space scene on a large wall poster that accompanies
the book. To fulfil
the learning objective of the brief, the whole book is built around
an educational strategy that links into the Adult Literacy Core Curriculum.
Developed in partnership with education consultants
specialising in combined adult and child education from London
South Bank University, a framework of over 20 educational
exercises established a firm foundation for the
fun activities intertwined with story. The design, tone and concept
of the book also developed in response to feedback from
focus group sessions with adult literacy classes and Sure Start
centres around the country.
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This meant that the full force of creative application remained on target
in terms of accessibility and appeal with the
target audience. In addition, Firedog produced
marketing collateral to support the release of the Parent Pack, to boost
uptake by advertising the publication through posters and postcards distributed
nationwide. Firedog also supplied characters for an animated
storytelling game to link the book to the RaW
campaign’s online presence. ‘Max
and Lara’s Amazing Travelling Space Circus’ will be advertised
on television from December 2006. |
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View
the BBC RaW website
Like the look of this and would like us to do the
same for you? Get in touch with
Firedog...
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