Children are now more likely to own a mobile phone than a book: new research found 86% of young people in the UK own a mobile phone, while fewer than three quarters (73%) have books of their own. With the summer holidays starting, we built Scholastic's broadcast PR campaign around how to get children excited about reading, putting the Joshua Files action-adventure series forward as a must-have summer read. A mother and children's author went on air across a radio day of interviews, explaining why a great book is an accessible, portable way to beat children's boredom. The campaign secured 23 items of radio coverage reaching 3.6 million, including Sky News Radio and Tay FM.
Scholastic wanted to raise awareness of the Joshua Files action-adventure series as a must-have summer read for children, especially its latest title.
The message
With the long summer holidays arriving, reading a great book is an accessible, portable way to beat children's boredom. The Joshua Files series offers Mayan mystery and adventure, and its latest instalment shows this summer's adventure has only just begun.
The angle
New research found 86% of young people in the UK own a mobile phone while fewer than three quarters (73%) have books of their own. With the summer holidays starting, the pitch asked how to get children excited about reading.
On air
A mother and children's author
The result
23 items of coverage reaching 3.6 million, including Sky News Radio and Tay FM.
About Summer
Summer is a major broadcast moment built around the school summer holidays, days out, travel, hot weather and outdoor living. In England and Wales schools usually break up in late July, while in Scotland and Northern Ireland they break up in late June. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Summer for 2027?
The school summer holidays next run from late July to early September 2027 in England and Wales, and from late June in Scotland and Northern Ireland. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
