An Post was becoming increasingly irrelevant to young Irish families – a key segment as we develop our new financial services/ecommerce offerings. We also needed to live a new brand purpose, “to improve quality of life now and for generations to come”.
Our Irish Book Awards sponsorship provided the unique opportunity to engage young families by focusing activities on children’s reading while living our brand purpose.
Social sustainability is paramount for An Post. We believe that living leaves a mark, so we committed to leaving a mark we’re proud of by investing in children’s reading through collaborating with experts.
- We partnered with Children’s Books Ireland (CBI) as we share a mission to promote the benefits/joy of reading. Activities included a free children’s playbook distributed to 235,000 households during lockdown, virtual creative workshops, a children’s Bedtime Reading Guide and book clinics.
- Working with the Childhood Development Initiative we delivered 100,000 free books to children in Dublin disadvantaged areas.
- Launched “Brain Busters”; a programme designed by teachers to enhance children’s literacy/numeracy skills.
Record affinity levels (94%) towards An Post among young families (adults 76%) due to the CBI partnership.
94% of families believe An Post is a brand “for people like me” (adults 78%). 92% of families believe An Post offer “products/services relevant to me” (adults: 81%). Source: Kantar.
Showing the brand is resonating with this group through the Book Awards sponsorship and strategic partnerships. Living An Post’s brand purpose and leaving a mark we’re proud of.