Nonprofit children's literacy program Reading Is Fundamental has tapped the New York office of Mother for ad chores.
Agency strategist Phil Graham said, "Like RIF, we don't believe this is an experience any child in America should be denied and we look forward to helping RIF inspire children across the country."
For folks of a certain generation, RIF holds near-iconic status thanks to its ubiquitous commercials in the 1970s and early-80s that became part of the fabric of popular culture. The group launched in 1966 and targets kids age 8 and younger. RIF provided 4.4 million children with 15 million new, free books and literacy resources last year.
RIF has been a sporadic advertiser in the past decade, last topping the $100,000 media spending mark in 2005 and '06 but registering scant activity since, per Nielsen. A notable push in '05 from Maya Advertising starred Univision TV personalities.
Graham said the basic message of literacy resonates in the digital media age, regardless of the platforms being used for communications.
New work likely breaks in Q1 2011 with social media used extensively in the mix.