The Week Junior was established as an offshoot of its grown-up sister publication The Week. Both are incredibly successful in the UK, but when it came to launching The Week Junior in the US, it was clear that a strong creative strategy and execution were required. With zero awareness, the very idea of launching a printed news product for 8-14 year-olds across the States was a big ask.

Thinking
We needed to communicate to parents that the magazine would have a unique and positive place in their children’s lives. Our central message was that the benefits of reading, and the development of critical thinking, will lead to a successful and happy life. This needed to be presented in an accessible and homely context, and to run through everything we made.

Doing
We devised and shot a digital and social campaign that talked to parents’ hopes for their kids. We also adapted our marketing Tone of Voice from the UK to the US, and implemented it on the website. A year after launch, The Week Junior US reached 100,000 subscribers across every state in America, and remains Dennis/Future’s fastest-growing new product ever.