Public relations
do things that change things

Big W Free Books

A Brand Doing Good
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for brands on a mission
what we needed to change

Make books more accessible for kids.

how we changed it

In February 2019, BIG W introduced a pilot program offering free books to kids, no purchase necessary. Parent’s went nuts! But the feedback from regional Australians was that they couldn’t get into stores to get the books. So in September that year, BIGW partnered with Good360 to donate 40k books to regional and disadvantaged schools that weren’t near a BIG W. We kicked off the campaign by chartering a plane to Hay Public School, in remote NSW, with Moya Simons, author of ‘Tomato Sauce, of Course’ to hand deliver the books and read to the kids. In January 2020, ‘Free Books For Kids’ returned again with The Wiggles to produce an exclusive educational series aimed at toddlers and preschoolers. We hosted an intimate in-store reading and invited The Today Show along for an exclusive interview. Both phases were supported by a solid press office.

the impact

131

Media hits

54.4m

Reach

100%

Positive sentiment

100%

Key message inclusion

2

Today Show exclusives

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Coverage in national, metro and regional news

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