In Rio de Janeiro, the children living in urban slums are at the highest risk of not being able to read. And since most families in these favelas don’t keep books at home, one organization had to find a way to make reading seem fun and get literature into children’s hands.
Turns out, kids in these favelas love to fly kites. It’s one of their favorite pastimes. So Instituto Pro-Livro, a pro-reading organization in Brazil, collected short stories donated by Brazilian authors and printed them onto 500 kites.
Photo from Instituto Pro-Livro.
They knew that since children loved to fly kites, they’d be eager to take the stories and read them. When the cords cut, the stories would fly to another part of the favelas to reach other children — a hidden benefit in a neighborhood that would be impossible to navigate with a truckload of books instead.
Is there something your audience already uses every day? How can you use that everyday part of their lives to help spread your message?
