McDonald's Book Giveaway Encourages Children to Read

 - Jan 14, 2012
References: theweek & guardian
McDonald's and HarperCollins are teaming up on a McDonald's book giveaway. The campaign, which aims to promote reading among children, will involve giving away 9 million books to young readers.

The books will be the Mudpuddle Farm series by author Michael Morpurgo, author of the popular children's novel War Horse. The books will be handed out to children with a purchase of a Happy Meal and also come with a finger puppet. Customers will also get the chance to buy the Mudpuddle Farm books at McDonald's restaurants without having to buy a Happy Meal.

According to National Literacy Trust, a London-based independent charity that promotes literacy, one in three children living in the UK don't even own a book! The brand partnership manager at National Literacy Trust, Jack Sallabank, stated, "...This type of campaign will be hugely effective at reaching those who aren't introduced to reading at home and done so in an environment in which they feel comfortable."