1. Pop Up is a London based social enterprise model for engaging children, young people and
families using creative storytelling, diverse books and literature and a weekend experiential
storytelling festival to raise literacy in kids. POP Up was founded and is run by Dylan Calder
with support from a board of trustees.
http://pop-up.org.uk/
BACKGROUND
The Pop Up model consists of:
1. In School program - with the school as the hub of each community –in which children and
families read books, meet authors and create stories
2. An accessible public festival celebrating quality literature and diverse stories, which
encourages local people to take part.
Through this model POP UP aims to:
· Increase access to books and their creators
· Improve literacy and creative skills
· Improve appreciation of cultural and artistic diversity
· Increase awareness of creative opportunities and cultural industries
· Increase independent arts attendance and access to public spaces
· Enhance community cohesion and civic pride
The model was piloted in 2011 in the wider King‟s Cross area of London. It benefitted 2150
pupils through the schools programme and an estimated 6000 visitors to the public festival.
SCHOOLS PROGRAMME
POP UP schools programme uses authors to promote wider reading and reading for pleasure.
While increasing access to quality, diverse contemporary children‟s books, the programme
encourages greater use by teachers of whole books to teach literacy, and unique opportunities
for pupils to explore the themes and contexts of books through partnerships with museums,
galleries, libraries and public spaces. Creative outcomes by children in response to
books/events are showcased online.
Children‟s authors can play a vital role in transforming perceptions of literature. Where the
author‟s role can be sustained over time, evidence suggests “there can be a rise in standards
achieved in national educational measures” POP UP can play a leading role in involving more
schools habitually in author-led projects, encouraging teachers to embed these experiences
into the curriculum, and facilitating “links with partners in the wider community to develop
[author] opportunities in different contexts”. When these opportunities are part of “bigger,
exciting events” such as festivals, they can “help pupils see the point and power of writing”.
THE FESTIVAL
The free event is artist-led, curated by authors, poets and storytellers; with each curator
allocated a budget and tasked to programme a specific space. This approach ensures the
resulting programme is genuinely innovative, culturally and artistically diverse, and broadly
accessible.
Alongside the curated programme, the festival features performance, poetry and installation, a
film program, „Pop Up Community‟ space, and workshops.

2. In 2012 the festival will be bigger hoping to attract 10,000 kids and families and located on
newly regenerated public space in the area behind King‟s Cross, the „West Handyside
Canopy‟ – a covered outdoor public venue adjoining the new Central Saint Martin's building
- the space offers huge potential for creativity.
The 2012 festival curated programme so far includes:
American comic and picture book author Sarah Macintyre, who will host a
children‟s comic convention
Author and television presenter Baroness Floella Benjamin, with a Caribbean
Carnival-themed programme
Acclaimed author Marcus Sedgwick, planning a horror-programme for young
people aged 12+, featuring theatre, puppetry and film
Author Candy Gourlay, in a collaboration with illustrator and You Tube star
Shoo Raynor working with local children to produce a sensational multi-media
event
Poet Nii Parkes presenting an energetic programme fusing poetry, music and
sport
Songwriter, poet, author and illustrator Laura Dockrill, collaborating with Roald
Dahl Funny Prize to present a „Charlie and the Chocolate Factory‟ themed
installation and event
Picture book author/illustrator James Mayhew and a host of fellow illustrators in
a programme inspired by the motif of „The Suitcase‟.
THE CHALLENGE
POP UP has a fledgling local sponsorship initiative to engage important local enterprise and
generate critical revenues, but needs a headline sponsor/brand partner to help it develop the
UK‟s leading Festival of Children‟s literature and Stories.
At the heart of POP UP is kids and youth, community, storytelling, literacy, and creativity.
The right partner can bring critical commercial support as well as creative ambition and
resource to help POP UP engage kids in storytelling and literacy in new and exciting ways.
1. Create a dynamic sponsorship pitch and strategy to engage and land brand partner(s) for
the Summer Pop Up Festival for 10,000 people in Kings Cross.
Through the sponsorship pitch create POP UP a more dynamic, radical and creative way of
expressing and communicating its story and mission.
Specifically:
Craft and articulate the POP UP story and point of view
Create a sponsorship pitch which tells the POP UP story and sets out the unique and exciting
sponsorship/partnership opportunity for the right brand
Use design, film, graphics, illustrations, animation to help POP UP communicate in a more
engaging and radical way
Create a strategic sponsorship and brand partner approach and pitch list - Why is POP UP
right for specific brands? and what‟s the offer?
Create an outreach and targeting hit list and communications tactics and templates e.g email,
letter, twitter, web etc for Dylan to hit the ground running with.
2. Develop a product and service strategy to help Pop Up become a financially sustainable
enterprise not dependent on grants
Currently POP UP is financed by grants and its nascent in-school program.
What products and services could it develop to help it become a sustainable organisation not

3. dependant on grants
WHAT WE HAVE TO WORK WITH
Video interviews on what makes POP UP great - with headteachers, authors and trustees,
Short video with POP UP kids, Powerpoint pitch documents and grant applications, 2011
event collateral - programs, posters, online ads,
2012 local sponsorship pamphlet, 2011 Festival photos.