23Rd May 2013
In 2012, the Murdoch Children’s Research Institute employed an independent consultant to conduct market research to explore parent and caregiver attitudes, emotional responses, views and understanding of the importance of reading with children from birth. Drawing on the market research findings a series of campaign taglines, key messages and creative concepts were developed and focus-group tested with the target audience. These subsequent findings informed the development of a range of resources and campaign promotional materials, including the campaign tagline and key messages.
In April 2013 the results from the 2012 Let’s Read market research were presented at the International Social Marketing Conference in Toronto. We have just been informed that the Let’s Read poster won the 2013 World Social Marketing Poster competition!
View the winning Let's Read poster.
Read the executive summary of the Let’s Read market research.