Each year thousands of children leave primary school unable to read to the expected level.

Beanstalk (now Coram Beanstalk) recruits and trains volunteer reading helpers to provide one-to-one support to children struggling with their reading, and asked us to help attract new volunteers.

We worked with the charity on a national recruitment campaign, reaching out to key audiences, tied to relevant events throughout the year. We commissioned research around times when people are thinking about new challenges – retirement and New Year – which shone a light on the importance of volunteering to do ‘something meaningful’ and allowed us to highlight Beanstalk’s rewarding opportunities that change children’s lives.

Beanstalk’s volunteer reading helpers were interviewed by the media about what they get out of the experience, and we made sure the charity’s celebrity ambassadors Jon Snow and Dan Snow brought Beanstalk to a wider public. Letters to the editor from the charity’s chief executive allowed us to reach even more people across the country.

The campaign delivered national print and online coverage for the charity including pieces in the Sunday Times magazine, Telegraph magazine, Daily Mail, Express, The Guardian, Good Housekeeping, Sainsbury’s magazine and Yours. We secured 175 pieces of coverage, with an ‘opportunity to see’ of over 38 million and articles in each of Beanstalk’s priority locations across the country.

Beanstalk volunteer reading helper