Oxford University Press (OUP) has appointed Warwickshire-based
PR firm, Prova, to relaunch its Read at Home series in the consumer
media, following a competitive pitch. The series will be relaunched
as Read with Biff, Chip and Kipper in May 2011. The books are
designed by educational experts to help parents support their
children's reading development at home, complementing what they are
learning in school.
Jane Pavia-Davis, leading the team at Prova, said: "There is so
much negative commentary in the media with regards to parenting.
From insufficient reading and poor diets, to too much
self-indulging on social media, parents and in particular working
parents receive a lot of criticism. We approached the brief with a
crack team of PR parents. We carried out research with our experts
in the field, the 'Prova Mummy Panel', and proposed a campaign
based on this in-depth understanding. Our insight-led platform will
open up a relevant dialogue and present OUP as supporting parents
and children together as they approach the significant milestone of
starting school. We are delighted to be working with OUP."
Harriet Bayly, Children's Publicity Manager, Oxford University
Press, commented: "We appointed Prova to represent us because we
felt, instinctively, that the programme will resonate with our
target consumer. While much is written about the merits of
phonics-based learning, the method which our books are based on,
Prova recommended that instead of focusing on the mechanics, we get
to the heart of the matter-that reading with your children is a
rewarding and wonderful experience."
For more information on Prova PR please visit their website
here: www.provapr.co.uk