How Scotland FA turned reading into a national team moment.
From free digital Chapters to Golden-Ticket mascots at Hampden, a phygital partnership designed to put official storybooks into young hands and grow real literacy.
Four ways one badge reached every child.
A joined-up phygital campaign, digital reading, physical collectibles, real-world moments and one unforgettable prize.
The YATS Library
Free digital Chapters set in the Scotland world, children read, collect Bookmarks and earn rewards, with the national team at the heart of every story.
Bookmarks in schools
Physical collectible Bookmarks distributed through school reading programmes, each one a QR gateway into the Library and a personalised book.
Matchday pop-ups
Pop-up shops at Hampden and fan zones where families collect Bookmarks in person and start building their child's book on the spot.
The Golden Ticket
One Bookmark in every run hides a Golden Ticket. The winning child becomes a matchday mascot, walking out at Hampden with the team.
One Bookmark. One mascot. Every single game.
Hidden in each Bookmark run is a Golden Ticket. The child who finds it walks out of the tunnel at Hampden as the official matchday mascot, turning a reading reward into the moment of a lifetime.
- A reading reward that money can't buy
- National-team activation, every matchday
- Priceless earned media & family joy
Want a partnership like Scotland FA's?
We'll build your world, run the programme and fund your foundation. Let's talk about putting your badge into a child's first great story.