The One Show
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Category
Experiential Audio
Annual ID
OS22_EX023B
About the Work
Walmart was founded on the value of equitable opportunity, and racial equity is critical to their mission and business. Incarceration in the US disproportionately affects people of color, creating a cycle of incarceration.
Walmart has attempted to break that cycle with Bedtime Stories, a literacy program between parent and child, by connecting incarcerated parents and their children through the power of reading. The digital experience simulates, for the child, the feeling of reading next to their parent.
Within the jail, inmates make an audio recording of themselves reading a children’s book. That recording is uploaded to the Bedtime Stories cloud server. At home, the child accesses the secure recording within the Bedtime Stories app to hear their parent reading the book to them... just as if they were side by side.
When the child hovers a smartphone over the book’s pages, the parent’s voice comes to life, reading the book, word by word. In addition, the parent can read special messages for their child, further simulating the read-together experience.
The launch of Bedtime Stories at the nation’s second largest jail, Cook County Jail, has impacted many families, and has become a model for other communities and correctional facilities.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
FCB / Chicago
Digital Agency
FCB/SIX / Toronto
Production Company
LOBO / New York
Paradise Productions / Chicago
Music / Sound Production Company
JSM Music / New York
Post Production Company
Lord + Thomas / Chicago
Art Director
McKenzie Moore
Chief Creative Officer
Danilo Boer
Andrés Ordóñez
Fred Levron
Ian Mackenzie
Creative Director
Brian Steckel
Jack Miller
Editor
Nate Brav-McCabe
Executive Creative Director
Colin Craig
Executive Producer
Carolina Velez
Dan Delaney
John Bleeden
Producer
Alex Bartczak
Account Director
Ally Khajenouri
Account Executive
Avery Sykes
Associate Creative Director
Jake Roland
Colorist
Caleb Hill
Project Manager
Richard Chao
Digital Design
PixelPusher / Toronto
EVP, Group Management Director
Antoniette Wico
EVP, Director of Branded Content & Entertainment
Juan Woodbury
EVP, Head of Production N.A.
Kerry Hill
Management Director
Katherine Fliess
Strategic Platforms Lead
Eli Ferrara
VP, Business Affairs
Jeff Cowie
VP, Executive Producer - Music
Stump Mahoney
VP, Product
Bonnie Chung
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