The agency that changed how the world sees Syrian childhood and Lego has now set its sights on British parenting.

That’s a good thing because 1. Don’t Panic produces very thought-provoking creative and 2. A recent report has ranked children’s reading levels in England to be the second most unequal in the EU – second only to Romania.

40% of financially disadvantaged British children aged 11 don’t read well – that is, they can’t read Harry Potter or Treasure Island. (This drops to 20% for middle class to affluent kids.) 1.5 million British children will reach the age of 11 unable to “read well” by 2025, the study suggests.

So Save the Children, the Confederation of British Industry (CBI) and the Teach First charity have got together to spearhead a campaign called Read On. Get On. They have already garnered supporters like JK Rowling and Michael Morpurgo, very many book publishers, the Sun newspaper and the Premier League.

And now they have Don’t Panic spreading the word to the parents they need to get on board.

Creative credits:

Agency: Don’t Panic London

Creative director: Richard Beer

Art director: Frederick Allsop

Copywriter: Joe Wade