World Association of News Publishers

BACKGROUND - Category: Brand

BACKGROUND - Category: Brand

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The Brand category of the World Young Reader Prize honors marketing campaigns and other community actions that engage the young.

Here are some details about recent winners:

  • Building a better shopping bag. In a bold effort to minimize use of plastic bags, the Express & Echo (UK, 22 000 daily) encouraged readers to instead use a "green bag" designed by children and supported by the local power authority.
  • Doing a daily news games. Diario de Navarra (58 538 daily )

 changed the children's page into a daily set of challenges called "Lee y Gana (Read and Win)," that guided young readers and their parents through the paper itself in a fun way. 
  • Electing the coolest teacher. Dagblad de Limburger and Limburgs Dagblad (The Netherlands, 191 456 daily) created a fresh, fun contest in which students and readers vote for the "coolest" teacher.
  • Creating the coolest car. The Mod My Motor effort of Torquay Herald Express (UK, 27 000 daily) asked young readers to submit their cars for a makeover. Entrants paid a fee and the campaign also attracted advertising.
  • Making a literacy wall. The Hindu (India, ) got children to collect 250 000 books in a week, then made a wall of the donations, which later went to needy schools with the lefovers going to recycling.
  • Helping future rock stars I: Göteborgs-Posten (Sweden, 234 000 daily) organizes a huge rock contest for young people wiht hundreds of bands competing and readers voting online.
  • Helping future rock stars II:  The Torquay Herald Express (UK, 27 500) created a targeted campaign inviting young readers to enter auditions for a brand-new band. Readers voted for each member of the band, which then got dates to play in the area.
  • Have you ever seen a green dog?  Urbe (Venezuela, 50 000) established a youth culture award projecct that let readers ages 18 to 25 vote in categories such as music, film and even tatoo artistry for an awards ceremony and party in which winners received a green dog as a trophy.
  • Loving those lions. Newe Osnabrücker Zeit (Germany, 170 000 daily) made the most of six lions born at the local zoo with competitions, themed merchandise, online and offline activities.
  • Free newspaper. Free books.: Akzia, a free Russian newspaper (200 000 twice a month), set up free book exchange areas in shops all over its readership area.
  • A children's "Health Meter" I-Next newspaper in India (311 404 daily) gave check-ups and easy-to-complete health report cards to more than 50 000 children in cooperation with the Indian Medical Associaiton to celebrate National Children's Day. 
  • Celebrity help for "Smoke Free City" campaign. Mid-Day Infomedia (India, 2.5 million daily) did a three-week multimedia campaign in several cities to encourage young people and their families to pledge to stop smoking. Celebrities, including Bollywood youth icon Vivek Oberoi, joined in the effort, which included hourly tips by SMS about how to quit smoking.
  • We lost? So what! After the short-lived excitement of qualifying for the European Football Championship, Gazeta Wyborcza (448 142 daily) did not stand unbowed to the Polish team's early defeat. Rather, the paper created a mini-Euro championship for its youngest readers. With government support the paper published guidelines in the newspaper and set up simulated football games. The project got kids active while also building the paper's brand.


Aralynn McMane's picture

Aralynn McMane


2012-04-03 15:03

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The World Young Reader Prize honors excellence in new publisher engagement of the young in all ways on all platforms. Read more ...