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Let's Read Market Research

12Th December 2012

As part of this Let's Read National Early Literacy campaign, the Murdoch Children’s Research Institute (MCRI) contracted Colmar Brunton Social Research (CBSR) to explore parents’ and carers’ current views and understanding of the importance of reading and other emergent literacy development activities from birth to 5 years and how to encourage all parents and caregivers in Australia to read with their children from birth  CBSR were also engaged to focus test the draft creative concepts and taglines developed by a Creative Agency independently sourced by MCRI after Phase 1 of the market research. The findings form this research are avaiable Let’s Read Social Marketing Campaign to Encourage Parents and Carers to Read with their Children from Birth Executive Summary.