1 Day Brief with D&AD & Penguin
Our challenge is to introduce 14-18 year olds to Penguin Books, and encourage them to read out of choice.
Currently, 40% of 14-16 year olds agree that they are unable to find books that interest them.
We want to help them.
INSIGHT
Research has found that 65 percent of the general population are visual learners but even seeing and hearing content it’s still hard to figure out what’s a real story and what’s a fake news.
A theory by George Loewenstein states that whenever someone perceives that there is a gap between what they know and what they would like to know, it triggers some kind of emotional response.
Once this uncomfortable feeling of deprivation is triggered you’ll do as much as possible to reduce or eliminate this feeling by searching for that missing information.
That’s exactly why you find it hard to ignore clickbait.
