Young people in Sweden read less and in recent years reading comprehension among youngsters has been on the decline. Readly believes that reading is one of the fundamental skills of a democratic society and were worried that reading skills would continue to deteriorate. The challenge was to inspire children to read willingly, rather than trying to force it on them, as might be the case in a school setting. 


To help Readly inspire kids and young adults to read, we at POST created the campaign “A reader is born”. Through a series of stunning photographs by coveted photographer Karolina Henke, we were able to capture the magic of the very moment you discover the love for reading. The campaign was carried out in a collaboration with Egmont, SJ and Coop to create unique content and a wider impact of the message. Special editions of Bamse and Kalle Anka, with focus on reading, were developed by Egmont. The campaign was distributed through social and CRM channels, with parents as main focus.


POST produced the strategy and the campaign material. Together with photographer Karolina Henke we could create beautiful units that invited the reader to a world of imagination. The campaign was rolled out as digital ads and organic posts as well as through the million CRM contacts of the campaign partners, and was also launched on digital screens outdoors.

Year: 2019-2020

Client: Readly

Services provided: Concepts, public relations

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