The creative strategy for this campaign was to position educational books as guides to navigate through the Universe of Literacy in order to travel creative space and to new worlds of knowledge.

Children are encouraged to learn new skills by utilising these books to travel through this metaphorical cosmos of inspiration.

Each book will prepare the children for their travels and allow them to feel inspired by the characters who represent different professions.

The universe is embedded with literacy in mind and each planet the pioneers make their voyage towards is based on a different form of literacy and knowledge from science to arts.

To appeal to children and their parental figures alike in order to involve them within the campaign to purchase books and in turn have books donated to the BookDash foundation. With this being done the campaign also aims to provide children with the experience of traversing the Universe of Literacy.

A scrolling emailer to demonstrate where the donated books have travelled through the Universe of Literacy. These books then show where they arrive so other children can use the books to traverse the Universe of Literacy.