Project Overview

The National Year of Reading (NYOR) is literacy initiative funded by the Aust Government, the focal point being “The Reading Hour,” encouraging families to instil a love of reading by sharing a book with a child for 10 minutes a day or an hour a week.

Organisation

The Walt Disney Company (Australia) Pty Ltd

Team

Lee-Ann Googan
Sharon Davies
Patrick Bartholomew
Jo Cadman
Angie Murphy
Susan Danta

Project Brief

Disney Junior was a supporter of the NYOR for 12 months and contributed through creating a Public Service Announcement that was promoted on the channel, across libraries throughout the country, and on leading websites, to generate awareness of this national initiative.

Project Innovation / Need

The creative premise was based on the adventure of reading and we brought this to life through kids and parents dressed as Disney’s classic storybook heroes and much loved characters. The emotion of sharing stories is captured in seeing the stories through the kids eyes and was aligned with Disney Junior’s core essence of Magical Storytelling.

Design Challenge

The Design Challenge for the spot was aligning the values of both Disney Junior and the National year of Reading (NYOR) whilst strongly communicating the NYOR’s “Reading Hour” message.
The key objective was incorporating Disney Junior’s overarching concept of “Magical Storytelling”, show reading together as an adventure that caregivers and their children can share whilst
referencing Disney’s heritage and contemporary characters.

Sustainability

At Disney, our objective in the making of new content is always conservation of resources and in doing so we ensure that the lifespan of the content we are producing has longevity. All props, wardrobe, set dressings are retained and recycled wherever possible.