JCDecaux Community Channel is proud to support The Children’s Book Project

Millions of Children Lack Books at Home – The Children’s Book Project Launches First-Ever National Advertising Campaign to Change That.

For millions of children in the UK, owning a book is a distant dream. JCDecaux Community Channel is proud to support The Children’s Book Project in tackling this with its first-ever national roadside advertising campaign, urging families to pass on pre-loved books and help close the gap.

This year, The Children’s Book Project will gift over 500,000 new and pre-loved books to children experiencing book poverty. This campaign aims to make book ‘pass-me-ons’ second nature for families - encouraging them to pass on books their children have outgrown, and in doing so, share the joy and escapism of reading.

The campaign imagery features optimistic yellow tones, a playful font, and flying books - designed to reflect the joy and limitless possibilities of storytelling. The language used was inspired by creative workshops held in primary schools directly supported by the charity, ensuring that the voices of children are at the heart of the campaign. Three different creative executions highlight the distinctive power of books to elicit joy, to inspire us and to fuel our imaginations.

Every book sitting unread on a shelf could spark a child’s imagination. Over forty-two million children’s books are sold each year, and there is so much potential to give these books a second home. Thanks to JCDecaux Community Channel, this campaign will help us reach new families, inspire more donations, and bring us closer to our ambition of gifting over one million books annually.
Liberty Venn
CEO at Children's Book Project UK

JCDecaux Community Channel is proud to support The Children’s Book Project in its mission to tackle book poverty and inspire a love of reading. By using the power of the public screen, this campaign will help spread awareness and encourage families to pass on pre-loved books, ensuring more children have access to the joy and opportunity that reading brings.
Chris Dooley
Head of Social Impact at JCDecaux UK

Running throughout March, the ‘power of a pre-loved book’ campaign will be displayed across digital billboards and Communication Hubs¹ across the UK.

To find out more about the Children’s Book Project, click here.