Charity & NGOs

DCSF and the National Year of Reading wanted to make 11-14 year old boys more enthusiastic about reading. Solution: Show that reading isn't just about school, but the key to social currency and being 'in the know'. It was also important that the content could compete with the sort of things boys watch on Youtube. 'Get the knowledge you need. Read'. Every two weeks, the National Year of Reading set Garron (the presenter) a dare. The first was to become a hip-hop video director and convince members of the public they were performing in a real hip-hop music video. In the second dare, Garron attempted to sell a box of rubbish as priceless football memorabilia. And for the final dare, Garron got a class to take part in the latest fitness craze 'Animalcise'. The boys were encouraged to read content and add information to his Youtube page to help him complete the dares. This proved a good way to get boys to read and contribute, in a fun rather than educational way.

To raise awareness of the helpline Childline in the UK. Powered by Eyeblaster.