Growing with the Book Campaign for the promotion of reading Under the auspices of the Association of Czech Booksellers and Publisher

CAMPAIGN OBJECTIVES To increase the society‘s knowledge potential To address non-reading groups of children and young people Broad co-operation and partnership

FINANCIAL STRATEGY Establishing a budget category within the framework of the ministries of education and culture Offering advantages to sponsors Lobbying Making effective use of existing opportunities in the field of co-operation Studying the contribution of literary literacy to the country‘s economic development

Campaign Tools Nationwide, regional and local competitions Parent and teacher participation Wide-scope promotion and medialisation of reading in general (positive role of inexpensive books, books sold as newspaper supplements) Literature on-line, positive confrontation between books and PCs Programmes within the framework of nationwide and local book events Pushing through a new popular TV programme or talk show Link between reading and lifelong learning Celebrity participation: what I read and why

Campaign Implementation – Stages  Pushing through a nationwide strategy for the support of reading, e.g. National Year of Reading  Partial presentation Broad co-operation Promotion in bookshops – promotional products Libraries and schools – venues for group reading and education towards reading

PROMOTION  Poster promotion campaign – subway, trams, leaflets Advertising slogans „I Read! Wanna Meet?“, „I Know All the Lettres“ etc. on promotional products popular with children of various age groups Paper tape measure „Growing with the Book“ with spaces to fill in the titles read at the various bodily heights Choosing what to read? – event in co-operation with booksellers and libraries Competitions involving the participation of advertising agencies

POSTCARD – Read this book

BOOK FAIRS STRONG READING PROMOTIONAL TOOLS

MISSION OF ANY BOOK FAIR Continual and progressive development of the organisation that all participants can benefit from Respecting specific values that create the book fair‘s identity Promotion of book reading that supports all book trade participants

Various promotional expectations Promotion of Literature and Reading Festival-type programme Multicultural events