Road Readers

Road Readers

Road Readers

Campaign Overview

The average family spends about four hours per week in the car. Honda wants families to put that time to good use. Today the brand is launching Honda Road Readers, a new app (available on Apple® and Android™) providing Honda drivers free access to children's audiobooks to expose children to great literature and foster their imaginations. An introductory video to the program will be promoted on Honda's social channels, using the hashtag #HondaRoadReaders.

To add to the experience, most books are supported with critical-thinking questions aimed at getting parents and children to dive deeper into each story. Honda has also teamed up with the National Teacher of the Year Program run by the Council of Chief State School Officers to provide a curated selection of books that will be both entertaining and intellectually stimulating.

Honda recently commissioned a survey of more than 1,500 parents with one or more children ages 5 to 16 and learned that 77 percent of parents think listening to books or stories read aloud is very important for children's cognitive development and developing listening skills. The survey also revealed that parents (69 percent) are concerned that their children are spending too much time in front of screens (cell phones, computers and TV). They are equally aware that their children are not reading books for fun and have fewer opportunities to use their imagination these days.

A Honda Road Readers infographic summarizing the survey findings can be viewed on Honda's Pinterest and Tumblr pages.

It's Time

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Jeff Kinney

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