“Millions of kids are failing school because of the grades their parents received,” the copy reads in bold letters. It goes on to say that “children learn a lot from their parents.”

For instance, mothers unable to plan household budgets have daughters who can’t manage their homework. Fathers who can’t read the paper have sons who don’t study their textbooks.

This print ad for the National Center for Family Literacy, a nonprofit organization that supports family literacy services, is one of three in a new campaign from New York shop Oasis. The goal: Help prevent poor literacy skills from being passed on to the next generation.

Another ad, showing a woman with her two children, advises, “Reading is a great way to escape. It helped this family get out of the projects.” The copy explains that the NCFL wants to teach parents and children the skills needed for success.

“It’s been proven to be the most effective way to treat it,” said Linda Watson, Oasis management supervisor, about the family-learning approach.

The pro bono effort, which broke in this month’s issue of The Atlantic Monthly, is also set to run in Time, People and Vogue, among others.