Dolly Parton’s Imagination Library of Ohio

Dolly Parton? Reading? Helping Kids? Saying we are thrilled to have someone as famous and altruistic as Dolly Parton in our list of partners is an understatement. Dolly Parton’s Imagination Library of Ohio prepares Ohio’s youngest learners for lifelong success with a strong literacy foundation. The organization mails kids ages 0-5, one free, age-appropriate book each month until their 5th birthday. All kids in Ohio are eligible for this free program. We were tasked with helping increase the number of enrolled children through a statewide campaign literacy campaign that included print, digital and social materials. We created illustrations, designed a custom mailing campaign and brought the campaign to life through animation. We will always love working with this team and are so proud of the work we created.

Year

2022

What We Did

Design, Strategy, Branding, Messaging, Video, Writing, Animation, Illustration, Print, Digital, Social, Photography

To engage organizations that could help impact enrollment, we designed a mailing campaign that was sent to non-profit organizations, women’s centers, pregnancy centers, libraries and specialized childcare centers. Recipients first received a large box full of books they could use to show families the power of The Imagination Library. Then, a custom box of materials was carefully packed full of enrollment sheets, coloring sheets, bookmarks, alphabet flashcards, sticker sheets, posters and postcards to help encourage enrollment. This unique box ended up weighing just under 50 pounds!

To fully represent the power of a program that Dolly Parton believes in, it took a lot of resources! We shipped millions of individual items, using 12 semi trucks that shipped boxes to more than 6,000 locations across the state of Ohio.

We also created a set of social media templates for the Imagination Library of Ohio and its affiliates to use in promotion of the campaign. These posts teach viewers how to sign up and explain the program and it’s benefits in a fun, easy to understand way. We also animated and produced social videos to support the initiative.

Using the Imagination Library color palette as the starting point, we created our own painted backgrounds and used digital collage techniques to bring the lively and whimsical illustrations to life.

Outcomes

380,000+ kids

Are currently enrolled in Dolly Parton’s Imagination Library of Ohio.

52%

Of kids between birth and age 5 are signed up and receiving a free monthly book from Dolly Parton’s Imagination Library!

Literacy Rates

Children between 0-5 who are read to and read often, have higher rates of literacy than those who don’t.

RECOGNITION

AAF Dayton Gold Addy

Behind the Scenes

Our distribution partner, Think Patented, was key in helping us organize the shipping and distribution of the project. With an entire section of the warehouse dedicated to storing elements for the project and more than 100 team members integral its success, this program could not be done alone.