McDonald’s is the biggest children’s literacy provider in the UK, giving out 130 million books in their Happy Meals since 2013. We wanted to remind the nation about the importance of reading to children, encouraging parents to read to their little ones with a film spot, in store activations and even a bespoke bookmark to help children with dyslexia. The reading window in the bookmark allows children to focus on each sentence one by one bringing the story to life.