2020 A Winter Tale Reading Challenge

The most repeated word during the onset of the Covid-19 Coronavirus was “unprecedented.” Perhaps one of the biggest “unprecedented” changes facing society as we know it was the disruption of schools and education for millions of children. The Communications team for a library district in Northern Colorado stepped in with a little winter whimsy to help out where it could.

The process of learning to read as a child is a crucial component of building success later in life. When the coronavirus struck in the spring of 2020, over 55 million school children experienced a school closure of some kind which impacted the development of reading skills. In states like Colorado, most schools remained closed to in-person learning well into the fall.

Colorado state data showed measurable learning loss across all grades during this period, but the loss of reading skills development was most devastating to Pre-K, Kindergarten, and first grade students. Fewer young students were enrolled in formal preschool or elementary school settings. Children without internet, who were disproportionately Hispanic and from lower income households, were hit hardest with learning disruptions from lack of access to formal education delivery. Meanwhile, parents and families struggled to educate and entertain at home. School teachers were asked to do their job in brand new, untested ways, leading many to consider leaving the occupation. Local libraries across the country were challenged to provide whatever support they could to their communities to help bridge the digital divide and get information resources into hands that needed them.

One of the ways Poudre River Public Library District responded to this need to support literacy learning in the community was by developing a Winter Reading Challenge campaign. The goal was to inspire reading through a simple competition, and to give educators and parents an extra tool to encourage students to read on their own. The format was simple: read and record the titles of five books, and then return to the library in early spring to claim a small prize and enter a grand prize drawing of winter items purchased from local businesses. It allowed participants to choose materials that interested them and encouraged reading all year long.

The design of the visual materials was playful and appealing to both children and adults. The seasonal theme was intentionally inclusive in order to appeal to a wide audience regardless of particular holidays they may celebrate. Elements of the design reflected local Colorado weather, native evergreen trees created from stacks of books, and a representation of a community similar to the downtown area.

In addition to standard Library communication channels, our promotional items, including bookmarks, reading logs, and an animated video, were shared with schools, teachers, and homeschool groups. To reach Spanish speaking participants, the pieces included bilingual instructions, and it was promoted on social media in both English and Spanish. Printed items were distributed in target neighborhoods. Complementary activities, including Phone-a-story and Virtual Storytime, provided additional avenues to access books and stories. In some cases, books to keep were distributed for free to participants who may experience difficulty getting to the Library.

Campaign pieces included:

• Bilingual printed bookmark

• Printed reading log

• Posters

• Instagram and Facebook graphics

• Website home page carousel graphic

• Dedicated web page

• Library blog and newsletter content

• Promotional animated video

• Lists of suggested books curated by Library staff

• Bingo style game sheets for scavenger hunts inside Library buildings

• Magnetic 2021 calendar giveaway prize

The campaign was created in-house by the District’s two person Communications team. The artwork was built in Adobe Illustrator and the video was built in the Powtoon.com platform. Additional items were created using Adobe InDesign, while web and social media graphics were processed in Photoshop.

Over 700 people completed the program. In an exit poll, 25% of the participants said they read more during the program than they would have otherwise. Feedback included statements like “This motivated my daughter to read her first chapter books all by herself, which increased her confidence and enjoyment of reading!” and “Love the good works of your staff to keep our community involved with the library during this difficult time.”

Recovery from the pandemic will be an ongoing struggle, but this program provided a bit of whimsy and encouragement during a dark time for students and families and offered encouragement to keep reading for learning and entertainment on track.