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 our brand purpose, “to improve quality of life now and for generations to come”.
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 integrating our sustainability strategy with our sponsorship of the An Post Irish Book Awards. How? By making reading accessible to everybody.
- Book gifting on World Book Day.
- Working with the Dolly Parton Imagination Library, we delivered 200,000 free books to children in disadvantaged areas in Dublin & Cork.
- We showcased the National Adult Literacy Agency (NALA) in our primetime TV programme.
- We launched “Brain Busters”; a schools programme designed by teachers to enhance children’s literacy/numeracy skills.
Affinity levels of 89% towards An Post among young families (adults 72%) due to the CBI partnership.
85% of families believe An Post is a brand “for people like me” (adults 76%). 87% of families believe An Post offer “products/services relevant to me” (adults: 80%). Source: Kantar.
Showing the brand is resonating with young Irish families through the Book Awards sponsorship and our strategic partnerships. Living An Post’s brand purpose and leaving a mark we’re proud of.