Turning a CSR initiative into a national movement

Our solution for Kinder Milk Slice

THE NEED

A CSR initiative of Kinder Milk Slice, to engage parents & children around the habit of reading together.

THE CULTURAL TENSION WE HAVE DISCOVERED

In Romania, only 8 out of 100 children read beyond the school curriculum, while school libraries are under equipped and gather less and less visitors. To top it up, in the last 2 decades, more than 4000 local libraries closed down.

THE SOLUTION

Create a movement.
Revive reading as a family moment, but also bring a new beat to school libraries.

Launching a national campaign, a challenge where all schools can be nominated and voted to win a library corner and books to be used by all children in school.