Promoting Literacy in the Digital Age
Other features of the campaign include the following:
➜ Reading Action Steps (such as "I will pass on the great books I enjoy," and "I will give books as gifts to children in my life"), available through all Scholastic channels worldwide and online at the campaign's site, for parents, teachers, librarians, corporations, nonprofits and others to support children's reading.
➜ More than 120 organizations and individuals so far have joined the campaign as "Literacy Champions." Additionally, thousands of individuals have pledged to help encourage a child in their life to read every day at the campaign website.
➜ Celebrity public service announcements (PSAs)—recorded by celebrities such as Sarah Jessica Parker, Whoopi Goldberg and NFL star Justin Tuck, and available for download at the campaign website—encourage children, teachers and parents to come together to improve global literacy.
➜ A live webcast for classrooms, held Oct. 27, featured recording artist Taylor Swift talking about the importance of reading in her life, as well as a live performance by the recording artist.
➜ Exclusive posters created by a dozen children's illustrators, including David Shannon, Mark Teague and Barbara McClintock, feature their interpretations of what it means to read every day. The originals of these posters will be offered for sale, with proceeds benefiting Reading Is Fundamental and Reach Out and Read, two nonprofit organizations that promote reading for children.
➜ To celebrate Scholastic's 90th anniversary on Oct. 22, Scholastic employees worldwide distributed The Reading Bill of Rights at famous landmarks around the globe. In New York City, home of Scholastic's headquarters, Scholastic employees rang the closing bell at NASDAQ, and the top of the Empire State Building was lit in red to recognize the publisher's anniversary and the literacy campaign.
Spreading the Word
With so many components of its global literacy campaign now in place, Scholastic is busy spreading the word about it in a variety of ways, mixing both traditional and new-media marketing methods. "Every division of the company is actively spreading the word about the campaign, The Reading Bill of Rights and the You Are What You Read website, including promoting the campaign throughout the company website to our millions of … users," says Good. "In addition, our Literacy Champion partners are sharing the campaign with their audiences. We are distributing materials at conventions, book festivals and other public gatherings throughout the year, and we are purchasing advertising on Facebook for the You Are What You Read social networking site."