News Corp want to encourage reading in children with Mr Men books promotion

News Corp Australia has worked with creative agency AJF Partnership to encourage family story time with a Mr Men and Little Miss books promotion.

It sees the books available with the purchase of News Corp Australia’s metro newspapers from Sunday and for the next two weeks.

The campaign, which features the cartoon characters interacting with children, was launched in conjunction with research commissioned by News Corp Australia through Newspoll which found reading was an important issue to parents.

News Corp Australia’s group director,marketing, Damian Eales said in a statement: “We are constantly looking for ways to add value to our readers’ experience. With this integrated editorial and retail circulation campaign, we are encouraging families to come back together for storytime.

“I’m delighted to be launching News Corp Australia’s first national promotion of the year with the much-loved Mr Men and Little Miss book series.”

Along with the TV commercial the campaign is being promoted with radio advertisements and in-paper promotions.

The results of the Newspoll research found:

  • 60 per cent of parents want to read to their children more often
  • The main barriers to reading to children more often were not having enough time (60 per cent) and often being too tired (56 per cent)
  • Two thirds of the parents said that reading to their children was extremely important
  • Parents believed in the benefits of reading to children with 72 per cent saying it helps improve parental bonding and 71 per cent saying it helps develop a child’s imagination and language skills.


  • Client: News Corp Australia
  • Creative agency: AJF Partnership
  • TV Production: Mighty Nice
  • Media agency: UM

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