The Library of Congress, the Advertising Council and the Walt Disney Co. have joined forces to launch a national public service advertising (PSA) campaign designed to encourage children and families to become engaged in reading and all other forms of literacy.
Created pro bono by Disney, the new campaign features scenes and characters from the movie “The Chronicles of Narnia: The Lion, the Witch and the Wardrobe.” The launch coincides with Literacy Awareness Week (April 3-7) and the release of the movie’s DVD on April 4.
According to the National Institute for Literacy, success in school — and life — starts with literacy. When children become good readers in the early grades, they are more likely to become better learners throughout their school years and beyond. However, a U.S. Department of Education study found that from 1983 to 1999, more than 10 million Americans reached the 12th grade without having learned to read at a “basic” level, and research shows this trend begins much earlier in life. Results from the 2005 National Assessment of Educational Progress Reading Test found that 36 percent of American fourth-graders read below the “basic” level. In addition, the NAEP Reading Test revealed that while 45 percent of U.S. fourth-graders say they read for fun on a daily basis, only 19 percent of eighth-graders read for fun every day.
In an effort to inspire more children and their families to find their passion in literacy and learning, the Ad Council and the Library of Congress have changed the focus of their continuing PSA campaign to focus on lifelong literacy. First launched in 2000, previous advertising for the campaign encouraged children and adults to learn about U.S. history. The new PSAs, which aim to reach children in the fourth, fifth and sixth grades and their parents, focus on engaging children and families in all forms of literacy, whether it is reading a book or magazine, studying history, visiting a museum or simply using their imagination.
As a result of Disney’s pro bono collaboration on this campaign, the new television spots use feature scenes from the film the “Chronicles of Narnia: The Lion, the Witch and the Wardrobe” to show children and families that there are amazing possibilities when they open their minds to reading. To view the PSAs, visit www.loc.gov/literacy/.
“This new initiative with our longtime partners at the Ad Council and our new partners at Disney will help us fulfill our goal of promoting lifelong literacy,” said Librarian of Congress James H. Billington. “This effort joins our successful National Book Festival, National Library Service for the Blind and Physically Handicapped, Center for the Book, Poet Laureate program and popular Web sites in promoting the joy of reading.”
“We are excited to continue our partnership with the Library of Congress and join with Disney in this engaging and important campaign,” said Peggy Conlon, president and CEO of the Advertising Council. “The Ad Council is committed to ensuring that all children have the opportunity to achieve their full potential. These PSAs will show children and families that literacy, in all its forms, will open countless doors and enrich their lives in so many ways.”
All of the PSAs direct children and parents to visit the Library of Congress’ Web site, www.loc.gov, for discovery, learning and family fun. The Web site provides children and families with a multimedia, interactive learning experience to enhance their literacy.
The new TV and radio spots are being distributed to stations nationwide next week. The PSAs will run during media-donated airtime. Since its launch in November 2000, the Ad Council’s PSA campaign with the Library of Congress has received approximately $192 million in donated time and space from the media.