Walker Books

The Results

Coverage AVE:
Coverage reach:
8 million+
Website traffic:
Daily traffic + 250% (2 weeks prior to event) & 100% uplift in visits in the three days following the attempt

The Brief

As part of a year-long programme of activities celebrating the 25th anniversary of international children’s best-seller, ‘We’re going on a bear hunt’, Walker Books wanted to engage the book’s biggest fans, partners and licensees with something truly stand-apart to reflect it’s ‘evergreen’ status as a firm favourite - never going out of print or out of the top 5,000 selling books in its history! 

They also wanted to solidify their special charity partnership with the Royal National Institute of Blind People (RNIB) to help them open up a world of reading to blind and partially sighted children by raising funds through Read for RNIB day.

The Solution

Walker Books and the RNIB joined forces to host a successful record title attempt for the Largest Reading Lesson led by the book author, Michael Rosen. The event was attended by 1,500 children and was live streamed enabling an additional 30,000 children across the country to tune in online. Four remote venues also hosted in-house screening events with their local schools.

The book’s educational licensee produced the material available for schools and all activities were developed in association with RNIB to ensure that all children could benefit from the same experience on their Bear Hunt! Following in the spirit of the day, all children involved in the events were encouraged to make a donation towards Read for RNIB Day - to help the work of the RNIB make books accessible to blind and partially sighted children.

We did it! We broke the Guinness World Records title for Largest Reading Lesson taking 1,500 children on the biggest ever bear hunt! The response from everyone for the 25th anniversary of ‘We’re Going On A Bear Hunt’ has been incredible and we’ve also raised much-needed funds for RNIB. We’ve all had a real adventure together.

— Michael Rosen, book author