A language learning initiative on World Book Day saw HP activate its partnership with Wrexham AFC by teaming up with global literacy non-profit NABU to write and publish a bilingual Welsh-English children’s book called ‘The Lucky Dragon / Y Ddraig Lwcus’.
The book, inspired by the English League Two club’s badge and crest, its community and locations, is a story about a young girl and a toy dragon that brings her luck and shows her the strength of a supportive community and was available for download from the Nabu hub on World Book Day.
Objective
The objective is to inspire Welsh children through digitally accessible and culturally relevant literature, to further the efforts of HP and NABU – a non-profit organisation committed to making stories available to children and families for free via the low-bandwidth NABU reading app and web reader – to bridge the digital divide through literacy and to bring to life the US tech giant’s partnership commitment to the club and the community based around meaningful ways to engage beyond the football pitch.
This charity, sponsor and team collaboration seeks to address the shortage of Welsh-language children’s literature and demonstrate the power that youth literacy has in building strong communities and future digital inclusion whilst celebrating Wrexham’s cultural richness.
It also aims to reinforce HP’s corporate belief that true digital equity requires hardware, connectivity, relevant and quality content, plus digital literacy.
Activation
As well as the digitally downloadable book, printed copies are being distributed to local schools and libraries, while low bandwidth digital versions available for free via the NABU reading app and web reader.
Plus, additional interactive resources based on the book are available on the HP Printables website to enhance the reading experience.
This fan empowerment and community engagement initiative sees proceeds from the book sales donated to local non-profits and to NABU to further its mission of providing equitable access to literacy.
As well as the digital-first campaign – spearheaded by a hero film posted on sponsor, charity and club owned channels from 7 March and supported by social content (with hashtags #HPGoBeyond #ReadWithNABU #WxmAFC #WorldBookDay, #HPxWxmAFC) – and a simultaneous PR push (with Edelman UK), the brand, club and charity organized a live read-along of the book in English and Welsh hosted by several Wrexham players at the stadium later in March.
Newyddion Cyffrous! @HP, Wrexham AFC, and @nabuorg have joined forces to launch a bilingual children's book in Welsh/English – called Y Ddraig Lwcus (The Lucky Dragon). A perfect read for anyone looking to brush up on their Welsh, just like Wrex.
🔴⚪ #WxmAFC pic.twitter.com/kFMjhnqurO
— Wrexham AFC (@Wrexham_AFC) March 7, 2024
Find out more about Y Ddraig Lwcus🐉📖: https://t.co/EvZHZEIp67
🔴⚪ #WxmAFC
— Wrexham AFC (@Wrexham_AFC) March 7, 2024
The Lucky Dragon was created by storytellers and illustrators using HP technology in the ‘NABU HP Creative Lab’, while the campaign was created by Maximum Effort Productions (the film production company and digital marketing agency founded by Canadian actor and club co-owner Ryan Reynolds alongside George Dewey) and PR run by Edelman UK.
“Accelerating digital equity means going beyond providing technology and focusing on the broader ecosystem, which includes literacy as a foundational building block. Through our collaboration with NABU, we’re excited to promote literacy by blending the iconic Wrexham AFC spirit with engaging literature for children that reflects their own community.”
Global Head of Social Impact, HP Inc (and Director of the HP Foundation) Michele Malejki
“At Wrexham AFC, we believe that football, like technology, has the power to connect and unite people all over the world. To see the town come to life through the pages of this book is nothing short of spectacular – and for many the first chance to see themselves as heroes of their own story. As a club we’re proud of the important role we play in Wrexham and we will always have a focus on delivering a range of outreach initiatives that make a positive difference to the local and wider community.”
Wrexham AFC CEO Fleur Robinson.
“Collaborating with Wrexham AFC has enabled us to write our first Welsh-English book, which we hope will instil pride in Welsh children and inspire a love of reading for young football fans globally. Our longstanding partnership with HP has enabled NABU’s global creatives to craft this story using HP technology and we are delighted to work alongside HP and Wrexham AFC to deliver this book to the local community by print and to others worldwide through our app and web reader.”
NABU Co-Founder Isabel Sheinman.
The sponsor and its partners all believe that books such as ‘The Lucky Dragon’ are not just important for the Welsh language, but also children in Wales. Indeed, research underpinning the initiative not only found a shortage of Welsh language kids’ literature, but also suggests that access to native language reading material can make it easier for children to learn to read and write, and to also learn second languages. And that it also leads to greater equity, more opportunity, higher earning potential and even better health outcomes.
Low literacy levels typically means people can have difficulties participating in digital realms and accessing services that can strengthen livelihoods and enlarge learning opportunities.
With Welsh literacy scores the lowest in the UK and HP leveraged World Book Day to publish a new book it hopes will get local children (fans, or not fans) excited about reading in their national language.
For NABU this initiative comes hot-on-the-heels of another sports-led kid’s book initiative in February with Greek-Nigerian Milwaukee Bucks NBA super star Giannis Antetokounmpo.
For Wrexham AFC, this is yet another example of its sponsors focusing on community initiatives and activating around calendar tentpoles and events rather than simply football matches and using the personality and pulling power of Co-Chairs Rob McElhenney and Ryan Reynolds. A smart approach for a club lacking the global backing, awareness and reach of the Premier League and its associated marketing footprint.
Other recent examples of this range from its Valentine’s Day ‘Baby Boom’ campaign with Vistaprint to its ‘Wrexham United’ name change social stunt with United Airlines.