The creative execution enabled us to reach our audience in a direct and effective way.

To ensure that the kids would listen to us, we placed the toys on different toy stores in Bogotá. Each toy became the spokesperson of its own story, and at the same time promoted culture and literacy amongst the Colombian children.

- 400 children visited the Colsubsidio Libraries between April and March.

- We sent the toys to many kindergartens, 16 of which organized visits to the Libraries.

- The toys are still in the stores. As long as they remain transmitting the spots, the audiobooks will keep on sounding.