In June 2010, Konica Minolta and the Vodafone Warriors launched the third annual League in Libraries programme in Auckland.
The Alexander Communications team was challenged to show kids that ‘reading and writing is cool’, and to encourage them to learn that reading is a valuable life skill whether they dream of becoming a rugby league player, doctor, firefighter or dancer.
Children were invited to write a short story or poem about their favourite Vodafone Warriors player for the chance to win a reading and writing session at an Auckland library with some of the team’s players. The four selected libraries that hosted League in Libraries 2010 were Pakuranga Library, Waitakere City Library, Glenfield Library and Manurewa Library.
Konica Minolta has received an overwhelming response from Auckland schools since the programme began in 2008. From just two schools, the programme grew to 50 schools (more than 500 entries) in 2009.
Each year, Konica Minolta has the tough job of choosing eight winning schools from the many entries. Not only do the students get to meet their favourite Vodafone Warriors players, but each of the eight schools receives two Canterbury of New Zealand rugby league balls and tickets to a Vodafone Warriors home game.
In addition to the library literacy sessions, League in Libraries 2010 included a surprise school visit from Vodafone Warriors NRL Reading Captain Jerome Ropati. Dropping by Northcote Primary School, Ropati presented overall winner Finn Nicholson with a signed Vodafone Warriors shirt, and tickets to a Vodafone Warriors home game for his entire class. Finn’s winning entry was a brilliant short story about the Warriors hat-trick win against the Brisbane Broncos which included colourful descriptions like ‘fighting over the ball like lions’.
Because League in Libraries Auckland received such a great response, there is consideration for a national campaign. To get the ball rolling, some of the Vodafone Warriors took the programme to one lucky Christchurch school – Central New Brighton School. Two classes were selected to meet some of the Vodafone Warriors players and take part in a League in Libraries activity afternoon.
Results
The local community newspapers were very supportive and super-keen on the involvement of the Vodafone Warriors. We achieved excellent coverage in the Eastern Courier, Howick and Pakuranga Times, North Shore Times, Upstart Magazine, Christchurch Mail and Pegasus Bay News.
Popular children’s television show Studio 2 Live (TVNZ) were most interested in this initiative and sent host Matt Gibb along with his television crew to capture the action at Pakuranga Library.
The clip included interviews with Vodafone Warriors NRL Reading Captain Jerome Ropati, team mate Michael Luck and stories read by participating students from Oranga School and Sunnyhills Primary School.
