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Bookbag

For Businesses

The only media channel that turns ad spend into school funding.

Reach families through trusted, take-home materials. 60% of your media spend goes directly to school funding.

Register your interest
Bookbag activity sheets reaching primary-school families

Most media spend leaves no trace in the communities it passes through. Bookbag puts 60% of your media fee directly into a local school , with verified reach and a return no digital platform can offer.

Why Bookbag works for businesses

A smarter use of budget you are already spending.

A channel no one else is in

Your campaign is a physical activity on a kitchen table, not an impression in a feed. 100% share of voice, no algorithm, no scroll-past, no competing ads on the same page.

60% to schools, always

Six tenths of the media fee goes directly to the participating school. Not as a donation on top of your spend, as the model itself. Your marketing budget becomes a funding mechanism for local education.

Built to be talked about

A brand that funds local schools through its media spend is a story. It works in a press release, an ESG report, and a social post. Most media channels disappear after the campaign ends. Bookbag gives you something worth publishing.

Proof your reporting team can use

After every campaign you receive a school-by-school breakdown: which schools participated, volumes distributed, and confirmed proof of fulfilment uploaded by the school itself. That data maps directly to CSR and ESG reporting frameworks. It is not estimated reach. It is confirmed delivery.

Printed on sustainable materials

Every Bookbag resource is printed on FSC-certified, sustainably sourced paper. Your campaign reflects considered values, not throwaway production.

Verified, accountable delivery

Schools upload fulfilment proof before payment is released. You know exactly which schools received your materials and when. No black-box metrics, no estimated reach.

Brand safety built in

Every campaign is reviewed by Bookbag and independently approved by the school before a single sheet is printed. Your brand only appears in environments that actively chose to host it.

A credible alternative to extractive platforms

Meta likely earned more from fraudulent UK advertising in 2025 than the entire UK news industry earned from legitimate campaigns. Bookbag is the opposite: your spend is verified, local, and 60% of the media fee goes directly to a school.

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Two ways to work with Bookbag

Whether your campaign is going to ten schools or a hundred, or to the two primaries down the road, there's a path that fits.

For brands reaching 10+ schools

You bring the creative. We unlock the network.

Bookbag coordinates distribution across multiple schools, runs safeguarding sign-off per venue, and delivers school-by-school reporting suitable for your CSR and ESG teams. All printed on FSC-certified paper at scale.

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For local businesses

No agency? No creative team? No problem.

Tell us which local schools you want to reach and what your brand stands for. Our team handles the design, print and delivery, no agency, no design tools to learn.

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The audience

Bookbag currently works with primary schools across England. Campaigns reach children aged 4 to 11 and travel home to their families.

15,000
family households reached by a campaign across 50 schools
~300
family households reached by a campaign at a single school
4–11
age range of pupils, materials travel home to parents and carers
2 weeks
typical time from campaign approval to materials in schools

Indicative reach figures are provided at the point of campaign design based on your target schools and geography.

How it works for businesses

1

Design your campaign

Bring your own creative team and brief us on your goals and target areas, or work with us from a blank page. Either way, we will help shape it so it fits the school environment.

2

Bookbag review

Our team reviews all materials against safeguarding standards and content rules. See campaign guidelines below for eligibility criteria before submitting.

3

Schools opt in

Each participating school independently reviews and approves your campaign before any materials are printed. You only reach schools that actively chose your brand.

4

Fulfilment and confirmation

Materials are printed on sustainably sourced paper and delivered to schools. Schools upload proof of use. You receive a school-by-school distribution report suitable for CSR and ESG reporting. No black-box metrics, no estimated reach.

Register your interest

How Bookbag makes money

Two fees, quoted transparently at the point of campaign design.

Media fee

Covers access to the school network, the Bookbag platform, and your confirmed audience. 60% of this fee is paid directly to the participating schools. Bookbag retains 40%.

Production, print & distribution fee

Covers materials, print, and delivery to schools. Quoted per campaign based on format, volume, and geography. Charged at cost plus a defined margin. Production costs are never bundled into the media fee.

There are no hidden charges, no school subscription fees, and no costs to families.

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Example campaign formats

Every format delivers a physical, printed activity to classrooms. Choose what fits your brand and your audience.

Activity sheets

Printed worksheets, colouring sheets, and puzzles featuring your brand. Designed to add genuine value to the classroom, not just carry an advert.

Competitions

Challenge students with a creative or knowledge-based competition. High engagement, high take-home visibility, strong brand recall.

Themed campaigns

Sponsor a curriculum-linked topic: sustainability, local history, science. Align your brand with something that matters to families and schools.

Ongoing partnerships

Build lasting relationships with schools in your area. Repeated campaigns reinforce your brand as part of the local community fabric.

Campaign guidelines

Bookbag campaigns must meet the following content rules. These apply to all formats.

What campaigns can include

  • Your brand name, logo, and campaign creative
  • A character, mascot, or themed illustration
  • An activity, puzzle, colouring sheet, or competition mechanic
  • A brief brand statement

What campaigns cannot include

  • Any digital destination directed at children
  • Direct calls to action aimed at children to purchase, download, or sign up
  • Products or businesses subject to HFSS advertising restrictions in a primary school context
  • Content that implies endorsement by the school, a teacher, or any named individual

If you are unsure whether your brand or campaign is eligible, register your interest and our team will advise before you commit to anything.

Frequently asked

Questions, answered.

Built for the people who sign off media plans: brand leads, marketing directors and agency planners.

Still have a question?

Talk to us. We will happily walk your team or your agency through the model, the measurement framework and the commercial terms.

Get in touch
Each campaign is a printed activity sheet, designed around your brand, that goes home with primary school children in their book bags. The activity itself is age-appropriate and engaging, whether that's a colouring sheet, a puzzle, a story-based activity, or something custom-built around your brief. The format reaches families at the kitchen table, where a child and parent sit down together to do the activity. That shared, unhurried moment, in a setting parents actively trust, is the audience experience no other media channel reaches. We handle creative design, print production, and distribution to participating schools as part of the campaign setup.

Put your budget where your community is.

60% of the media fee goes to a local school. Printed on sustainable materials.

Most campaigns are live within 4 weeks.

Register your interest