Thursday, December 28, 2001
New State Ad Package
Promotes Reading Activity
By Staff Writers
-- The Office of the Secretary for Education today
unveiled READ California's new advertising campaign designed to
encourage children to read on a daily basis.
The campaign includes English and Spanish language
television commercials, billboards and a radio ads developed by advertising
agency Lawrence & Ponder IdeaWorks, of Newport Beach.
Three 15- and 30-second television spots will
debut at the end of December, targeting kids aged 9 through 11, teens
aged 14 through 16, and parents.
All feature the tagline, "Read Today. See
Where it Takes You." Viacom and Clear Channel have donated the space
for 375 billboards throughout the state.
The approach to the ads takes into account recent
studies that show that getting children to enjoy reading while they are
young is critical, and parents who become involved at home help their
children do better in school.
"Children who read every day go further in life
and have more options from which to choose," says state Secretary for
Education Kerry Mazzoni. "Reading scores of California children are on
the rise and programs like READ California have contributed to these gains.
Another important factor is parental involvement. Parents who read to
their children every day make a significant contribution to their child's
READ California was established
by the California Legislature in 1999 as a $4 million advertising and
public relations campaign to promote the involvement of all Californians
in encouraging youngsters to read.
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