A kids book written entirely in chat messages.
Kids are inseparable from their phones. Leaving them with less time for other important activities that shape their lives. Like reading books.
Telecom provider Odido and CPNB (National Association for Dutch Books) want to change this. Not by telling them reading is fun, but by making actual change. That’s why we created a new relevant book form, that speaks to a digital generation, is fun to read and more engaging than screens constantly screaming for attention.
A fun story that unfolds like messages on a phone.
Together with famous Dutch children book writer Marjon Hoffman we created 'The Phone Book'. A book that looks like a phone, reads like messages on a phone, but is an actual book. The story tells a relatable and fun story about a group of friends. And proves the excitement of 'offline lives' at the same time.
A serious topic handled in an optimistic way.
We all know how important reading is, especially at a young age. But the numbers are alarming. Research shows that when screentime increases, reading time decreases. The last three years in primary school reading amongst children drops over 50%. Dutch parents and teachers are worried children read too little but find it difficult to change these new habits.
A bold initiative from new telco brand Odido
Odido is a new telecom provider in the Netherlands that aims at a healthier relationship between people and the technology they use. A part of their mobile brand campaign contains the message to incorporate time off moments form our devices. Launching the Phone Book was extension to drive a tangible difference in society.
From chat to chapters.
The Phone Book made a big difference and will continue to do so.
After launch The Phone Book immediately gained national attention in the biggest news outlets, schools and parents with 295.750 earned media impressions.
Reactions from school communities were extremely positive. Resulting in schools ordering The Phone Book we distributed for free in masses with a total of 55.000 books (over 100 times as much as the average Dutch book). But most important: The kids loved it, which resulted in additional 1.375.000 reading minutes amongst kids within the first month.
1 in 4 primary schools in the Netherlands now have multiple editions of The Phone Book available in their library. So, the following years The Phone Book will keep making positive impact in kids' lives.
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