When America’s largest children’s literacy organization Reading is Fundamental lost all their government funding, we needed to get the nation to unite for millions of underprivileged kids across the country.

Before we were able activate new fundraising opportunities, we needed to create love, awareness and momentum around a previously dusty brand, creating a non-traditional platform for maximum PR results. We knew that the message could extend far beyond our direct beneficiaries. Anyone who loves books or understands the power of reading is a Book Person. The PR strategy was therefore to incite Book People around the world to Unite.

We enlisted the biggest celebrity spokespeople we could think of, the heroes from our favorite books. In an incredible achievement, we convinced 9 different publishers to allow over 24 characters to appear together for the first time. Celebrity talent then lent their voices to the characters to create a hit single, written and produced by The Roots.

The PSA was a magical collection of different media—2D drawn characters from the pages of books, animated characters from film versions of books, and real-life classic characters. The special effects effort creates a world where each character is authentically represented as we remember them. This music-driven PSA then directs you online to take the pledge, and relying on the power of social currency, receive the free single in exchange for spreading the BPU message.

Thousands of Book People took the pledge. 79 million media impressions. 9 million in new funding. And proof that the American public believes, reading is fundamental.

In addition to securing the commitment of each publisher, author, and musical artist involved, we also had to find the right production partners who could bring the vision to life, as well as the generosity to donate much of their time and resources. This complex effort took nine months, with many dead ends and restarts. The endeavor took incredible perseverance from everyone involved, including the most optimistic and persistent client partners around.

The resulting PSA was a magical collection of different media—2D drawn characters from the pages of books, animated characters from film versions of books, and real-life people as our favorite classic characters. The special effects created a world where each character is authentically represented as we remember them. This music-driven PSA then directs you online to take the pledge, and relying on the power of social currency, receive the free single in exchange for spreading the BPU message.

The results of our efforts were huge. AdCouncil with the support of Library of Congress donated over 15 Million in free media for the campaign, and the PSA continues to gain momentum.

Journalists wrote about it from The New York Times all the way to Japan, reaching 79 million media impressions, and contributing to 9 million dollars in new funding.

With more than 5,400 Book People Unite pledges already taken, these users are consistently more engaged online – following us on social media channels, opening emails at significantly higher rates and promoting RIF’s messages to their contacts. These Book People are RIF’s ambassadors. Notably, there’s been a strong correlation between those who have taken the pledge and willingness to donate.

And one school in Michigan even decided to make their own remake of the song & post it to YouTube, canceling their class trip to donate the money to RIF.