Australia ranks 14th in terms of literacy ability in a global index, falling significantly from when the results were first surveyed in 2000.
News Corp Australia has launched a national editorial-driven campaign that aims to encourage families to 'Raise a Reader' and respond to Australia’s decline in literacy levels.
The month-long campaign in partnership with online learning provider LiteracyPlanet highlights Australia’s reading and writing levels are falling behind global standards. It aims to inspire parents or caregivers get their children involved with reading and writing by providing 14 Dr.Seuss books with the purchase of any News Corp metro and regional newspaper.
The TVC shows two young children reading Dr.Suess, when their Dad enters rhyming in classic Dr.Suess style. The voice over says: “Seed and feed their need to read.”
Australian Children’s Laurete, Jackie French, is the ambassador of the Raise a Reader campaign.
“Reading is the gateway for the future of our children, and our planet," says French.
“Reading is muscle building for the brain. If we want intelligent adults, give our kids books. If we want creative kids who'll work out how to mine the asteroids, give our kids books. If we want kids who learn to understand themselves as well as strangers, give kids books,” she added.
News Corp Australia managing director for metro and regional publishing, Damian Eales, says: “February is a critical month on the national literacy calendar with over 3.5 million Australians returning to school. It is also the perfect time for parents and caregivers to start forming new habits about reading and writing in the home.
To support the campaign, News Corp publications including the Daily Telegraph, the Herald Sun and the Courier-Mail will donate 10,000 books to early literacy initiative Let’s Read.
The campaign will run across editorial in all News Corp Australia metro newspapers and feature one main TVC.