A 4 week new product development sprint bringing together Human Rights education, individual giving, innovation and design expertise.

The challenge

The pandemic hit. Parents all round the country were home schooling and looking for ways to educate and entertain their children. We needed to quickly explore the opportunity to package up and share the Human Rights education knowledge that lived within Amnesty International UK.

The solution

We developed, designed and launched (initially on a very small scale) Reading Rebels - a monthly book club, providing diverse and inclusive stories and activities that help children dream big and shape a fairer world.

The impact

  • 600+ sign ups to our first marketing experiment

  • Endorsed by Olivia Coleman and some other famous faces

  • 6 months in Amnesty International UK developed & launched a second offer for slightly older Rebels

"“Guided by Good Innovation’s expertise, creativity and enthusiasm - Reading Rebels was the first step in Amnesty International UK’s journey to explore new, innovative ways to diversify our income generation portfolio and reach new audiences. At its heart Reading Rebels has provided parents and children a chance to explore important values that underpin human rights like fairness, kindness and respect in a fun and engaging way. This kickstarts children on a journey that not only develops their understanding of human rights, but introduces skills and values that builds empathy and confidence – empowering them to stand up and take action for themselves and others, and ultimately help shape their world for the better.’’"

Becca Morement

Strategic Projects Team