CLIENT: MS READATHON EXPERTISE: ADVERTISING AND DESIGN
After 26 years of raising money through the very successful MS Readathon, the Multiple Sclerosis Society contracted The Primary Agency to dramatically overhaul and reinvigorate the MS Readathon brand. This re-brand was designed to ‘re-engage’ with today’s schoolchildren in a manner that encouraged even higher levels of participation in Readathon. The Agency developed a character that was used for print and web outputs and adapted to create a life-size figure for school visits and promotional activities. The character was applied to all promotional materials.
The Primary Agency handled the production and distribution of nearly 2.5 million registration kits, inserts and other materials were produced and distributed to libraries, schools and newspapers and previous MS Readathon participants. The campaign was highly successful, raising the registrations by 250% in the year of launch.
“We were delighted with the result! Primary successfully achieved the brief to produce communications that doubled the number of students registering.”