BookTrust
Cymru
Rhyming fun for everyone
“Let’s see what’s on the telly – shoes off, feet up, our socks are smelly!” Big Welsh Rhyme Time, a week-long celebration of rhyming family fun and the developmental benefits of rhyming with children, took place 7 - 11 February 2022. Equinox was tasked with advertising the free event, aimed at parents with children aged 0 – 6.
With a wealth of free online resources, games, activities, videos and more, our campaign for BookTrust Cymru positioned rhyming as an accessible, beneficial, relevant activity for families from all backgrounds and locations across Wales. Our campaign featured tailored rhyme ads designed to capture the attention of busy parents, inviting families to have fun together through rhyme using a two-staged approach.
Our bilingual ad creative was tailored to be relevant and engaging for areas across Wales with high levels of socio-economic deprivation, using location-specific rhymes. Designed to be eye-catching and ‘silly’, the bilingual rhyme graphics promoted the free resources for Big Welsh Rhyme Time and positioned rhyme as an accessible activity – while also demonstrating the welcoming, non-judgmental nature of BookTrust Cymru as a brand.
To amplify the campaign across key locations, Equinox also recorded and ran two bilingual radio adverts across community radio stations in south and north Wales. The ads ran in the week leading up to, and the week of, Big Welsh Rhyme Time 2022 – raising awareness of the event and resources available.
By tailoring messaging throughout the campaign across multiple adverts, we were able to make the copy as relevant as possible to the targeted audience​​: if we were setting up an ad to target a new parent, we ensured copy focused on new-born development and bonding. This agile approach produced the following results:​
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