Cocky’s Reading Express is the University of South Carolina’s literacy outreach initiative working to eradicate childhood illiteracy across South Carolina’s underserved communities. USC students travel across the state with the university’s mascot, Cocky, to motivate children to read.
The organization's 20th anniversary in 2025 created an opportunity to increase public education about the history and impact of CRE, mark significant milestones over the past two decades, increase CRE’s donor base, and strengthen connections among donors.
We developed a content strategy and social media content that focused on both narrative and visual elements to enhance engagement through media posts, school visits, and multimedia content. We conducted primary and secondary research into university archives to explore CRE’s history and program expansion.
