In a world where books are competing for attention with smart devices, FCB New Zealand and Mexico collaborated with National Geographic Learning and turned smartphones into books with the ReadOn app.
According to the campaign, children in Mexico spend four hours playing on a smart device and less than one minute reading each day. Over half will not finish a book outside of school.
To raise literacy rates, the app turns smart devices into a book, by opening to a page of a children’s book when the device is turned on. The only way for the child to get to the home screen is to read the page and answer a question about it. Of course, they are encouraged to continue reading by turning the page.
It also allows parents to monitor the child's progress including how much they are reading, how fast, and how long they are spending on the device.
While the app was developed for Mexico, it will be available worldwide.