News Corp Australia calls on families to ‘Raise A Reader’ in a new campaign with LiteracyPlanet

News Corp Australia, in partnership with online learning provider LiteracyPlanet, has launched Raise A Reader – a national editorial-driven campaign that aims to inspire families to respond to Australia’s waning literacy levels by raising a reader.

The month-long campaign — ­­ to be led by all metropolitan mastheads —   highlights that Australia’s reading and writing levels are falling behind global standards. It aims to spark a conversation that encourages parents and caregivers to take the time to read to their children and impress upon them an appreciation for the enjoyment and benefits of reading and writing.

Incumbent Australian Children’s Laureate and 2015 Senior Australian of the Year, Jackie French (left), will be a Raise a Reader ambassador. French is the author of more than 170 books including the iconic Diary of a Wombat and Pete the Sheep.

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. Reading is the gateway for the future of our children, and our planet.”

Says Damian Eales, managing director for metro and regional publishing, News Corp Australia:  “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.

“Research continues to show that good reading and writing skills learned as a child are vital in setting up adults for future success.

“As the number one publishing brand in Australia, News Corp wants to advocate more on behalf of raising the issue of literacy and improving reading and writing skills of all Australians.”

To launch Raise A Reader News Corp Australia mastheads are donating a combined total of 10,000 books to The Smith Family. The books will be distributed to families, schools and early literacy initiative, Let’s Read, a partnership between Murdoch Children’s Research Institute and The Smith Family that promotes reading with children from birth to five years.

Says Adam McArthur, CEO, LiteracyPlanet: “We are proud to partner with News Corp Australia on this important initiative to raise readers around Australia. Literacy skills are the building blocks of success in later life and a critical development skill for children.

“Our research shows that 86 per cent of parents are concerned about the development of their child’s literacy skills with parents of primary schoolers spending more than three hours a week with their children developing these skills.

“LiteracyPlanet is passionate about creating engaging online learning tools that help parents and teachers improve children’s literacy skills in a fun and easy way.”

Raise A Reader starts today and runs until 29 February.

Campaign Touchpoints

1. Dedicated Editorial: News Corp Australia’s metro newspapers will support the initiative with editorial that starts a conversation about the importance of reading and literacy teaching and give parents and caregivers further guidance on how they can be better role models to their children.

2. Exclusive Book Collection: For two weeks in February, families will be able to relive the magic of prolific children’s author Dr. Seuss by purchasing an affordable 14-day book collectible that has been produced by HarperCollins will be available with the purchase of any of News Corp metro and regional newspapers. The first in the collection is The Cat in the Hat, which, together with a Collector’s Seuss-case, comes free with each purchase of the newspaper from participating newsagents and supermarkets. Subsequent books will be available for $2.60 each with purchase of the paper.

3. National Competition:  In partnership with LiteracyPlanet, News Corp Australia metro newspapers will launch a national competition on February 13. Readers will be invited to challenge their word building skills by completing a Word Mania game, for a chance to win daily prizes and up to $10,000 cash that can be won by parents towards their family’s education expenses or by teachers to use towards school literacy programs.

4. 10,000 books: News Corp Australia is donating 10,000 children’s books to The Smith Family that will be distributed to schools, families and Let’s Read, an existing national literacy program created by the Murdoch Children’s Research Institute and administered by charity.

5. 500 annual subscriptions: LiteracyPlanet is donating 500 eLearning annual subscription programs that will be distributed by The Smith Family to children and their families/carers.

(Picture 1: Dr Seuss book donation to The Smith Family Caeden Anderson 9 years old Djarryn Anderson 7 years old; Picture 2: Jackie French)