Families flying from Luton Airport this summer will be able to pick up a free graphic novel by Luton author and comedian Olaf Falafel as part of a campaign to encourage children to rediscover the joy of reading.
The airport has commissioned 26 Minutes to Save Summer, an exclusive comic-style adventure written and illustrated by the Luton-based performer, with more than 2,000 copies set to be handed out to families travelling through the airport from 27 July.
The initiative comes as research commissioned by the airport suggests many children struggle to switch off during the summer holidays. The survey found that two-thirds of children feel pressure to stay productive during the break, while almost half of parents say their children regularly talk about school while on holiday.
The research also found that although 70 per cent of children believe reading is fun and 73 per cent say it is relaxing, more than half feel it is something they have to do rather than want to do.
The book follows the adventures of Average Joe and his sidekick Robo Snail as they battle the villainous Dr Prodktiv, who is determined to fast-forward the summer holidays in the name of efficiency and achievement.
According to the airport, the campaign is encouraging families to swap “summer-maxxing” for a “pagecation” by taking time to enjoy reading without pressure or targets.
The launch also supports the National Year of Reading 2026 campaign, led by the Department for Education and the National Literacy Trust.
Olaf Falafel said: “Nobody needs another thing to achieve during the summer holidays. Sometimes the best thing you can do is switch off and get lost in a story – preferably a funny one!
“That’s exactly what we wanted 26 Minutes to Save Summer to do. It’s got a villain trying to optimise all the fun out of the holidays, a robot snail, and hopefully enough jokes to tempt even the most reluctant reader to turn the page. I loved comics as a kid, and they opened my imagination completely, so I hope this helps children travelling through London Luton Airport see reading as something joyful, not something they have to tick off a list.”
Clare Armstrong, head of guest experience at London Luton Airport, said: “The best holidays start before you board the plane, when families begin to relax, have fun and feel like the adventure has already started. At London Luton Airport, we’re always looking for simple and friendly ways to make our passenger experience easier and more enjoyable.
“By partnering with Olaf to create this amazing book and distributing over 2,000 copies, we’re giving families who fly from LLA this summer a free, fun and easy way to switch into holiday mode before take-off. More than 2,000 copies have been printed which we hope will help lots of children rediscover reading as something exciting, imaginative and full of adventure.”
The airport’s research found that almost a quarter of parents wanted simple ways to entertain children while travelling, while 41 per cent actively try to limit their child’s screen time during holidays. Six in 10 children said travelling is a time when they enjoy reading.
The campaign builds on Luton Airport’s partnership with the National Literacy Trust, which has already seen the airport support literacy initiatives in the town and recently receive the charity’s Literacy Changemakers Award.
Dinny Smith, assistant director of education at the National Literacy Trust, said: “The National Year of Reading is a once-in-a-generation opportunity to reimagine what reading can look and feel like for every child. We know that children are more likely to build a lasting love of reading when they can follow their own interests and choose formats that excite them – whether that’s graphic novels, comic books, audiobooks, or reading digitally or in print.
“We are thrilled to be supporting London Luton Airport and Olaf Falafel to bring the joy of graphic novels to children and families travelling to the airport. Together, we are making reading joyful and accessible, and helping families discover there are many ways to become a reader.”
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