The US launch of The Week Junior needed a strong creative strategy and execution. The very idea of launching a printed news product for 8-14 year-olds across the States seemed counterintuitive in 2020 - and this was just pre-Coronavirus. 

We needed to communicate to parents that this magazine would have a unique and positive place in the lives of their children. Our central message was that the benefits of reading and the development of critical thinking will lead to a successful and happy life. That needed to be presented in an accessible and homely context. It also needed to run through everything we made.

The project embraced a digital and social campaign. Simultaneously we created a marketing Tone of Voice that would work in the UK and US, and implemented it on the website. Three months after launch, The Week Junior US had 35,000 subscribers across every state in America and is Dennis’s fastest-growing new product ever.