Case Study:
BC Lions Read Write & ROAR! Literacy Program
Summary
The BC Lions are a professional Canadian football team competing in the West Division of the Canadian Football League (CFL). Based in Vancouver, BC, the Lions play their home games at BC Place in downtown Vancouver.
Now in its 15th year, distributed to more than 16 school districts and reaching 20,000 elementary school students, the BC Lions’ Read, Write & ROAR! literacy program has become a classroom favorite across British Columbia.
Services:
Family Program Brand Identity, Art Direction, Character Design, Print Design, Research and Copywriting.
Engagement:
2007 – Present
Goal:
Encourage new and young readers from Kindergarten through Grade Three to set reading goals. Interactive experiences told through mascot and player content.
Objective
The BC Lions’ community outreach program is designed for children in Kindergarten through Grade Three. It encourage kids to follow their team and promotes the importance of reading and writing through a fun and captivating activity journal created in partnership with Kidzsmart.
Believing in the importance of education and literacy in building a better future for all, the BC Lions needed an ideal mix of fun and fascination, education and entertainment, leadership and laughter to achieve their community outreach objectives.
OPPORTUNITY & STRATEGY
Balancing the BC Lions’ spirit as well as their edutainment goals was the key to developing the student journal. In order to be successful, however, the program also needed the support of both parents and teachers alike. The main goal was to expand community outreach and entice students to read, and what better person to promote literacy than the team’s fun-loving mascot, Leo the Lion? With narration by Leo, children are challenged to track their reading by coloring in accomplishments following each 15-minute session until they reach a touchdown! The journal is filled with edutainment based activities, jokes, and games all promoting a balance of healthy lifestyle and education while fostering community pride. The journal also helps young fans build a connection to the team.
Client testimonial:
“They produce a great product for us (kids activity book) and a have a great creative team. They understand feedback and can make your vision come to life.”
RESULTS
After 15 years and counting, the community outreach program has seen growth in school districts all across the province of BC. Read Write & ROAR! has inspired connection too by featuring BC Lions stars as they share their favorite children’s books and hobbies. The program is completed by a certificate of achievement and a draw. Prizes have included children’s books, pre-season home game tickets, player and mascot visits, and autographed BC Lions footballs.
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