Reading into it | Adweek Reading into it | Adweek
Advertisement

Reading into it

Advertisement

Shortly after the Sept. 11 attacks, Scholastic chairman, president and CEO Dick Robinson put out a call to his employees, asking them to devise a tagline for a national campaign urging Americans to take comfort in reading.

"These are the people on the ground all day, around the world, talking to our customers. … These are the people who are most involved with the people that we serve," said Judy Corman, svp, director of media relations and corporate communications, on why the employees were enlisted for the task.

Of the 600 who re sponded worldwide, nine came up with the winning tag: "Read for life."

Created in-house by the New York-based children's publishing and media company, one print ad (which ran in USA Today and Scholastic classroom magazines) and one radio spot broke in late December.

The print ad used the copy, "Read for comfort … read for closeness … read for life." In an accom panying poster distributed to teachers, administrators and parents—which was designed by Mary Grand Pré, illustrator of the Harry Potter book covers—the Statue of Liberty reads to a circle of children.

"We hope [the campaign] raises people's consciousness about how important reading to a child is," said Corman.