Educating Children, Employing Teens
Client: Read Alliance
About the Project
Learning to read is a vital skill and the New York City-based non-profit Read Alliance has developed a unique approach to tackling it. Since 2000, they have helped thousands of struggling students improve their reading, while also becoming one of the largest teen employers in the city.
For our first project together, Read Alliance tasked us with creating a short film focusing on the teen tutor side of their dual-impact model. Although Read Alliance had produced promo videos before, all had focused on the children receiving tutoring (they’re adorable, we understand). This time they wanted to do something different, so we collaborated with their staff to identify two teens (one boy and one girl). By focusing on their individual stories, we created a video that shows teaching children has benefits for both students and tutors.
Since we had so much great content from filming the main video, we also created a series of shorter, thematically-focused videos that Read Alliance could publish on social media and elsewhere. This extended the reach of their overall message as well as allowing them to target specific audiences and individual donors.
At Root Media, we’re voracious readers and huge fans of Read Alliance. We've been lucky enough to continue working with them on other projects after this first collaboration—including showing our work on the NASDAQ building in Times Square!
Social Media Videos
More Read Alliance Videos
Commodo cursus magna, vel scelerisque nisl consectetur et. Donec id elit non mi porta gravida at eget metus.