Ad Council and Library of Congress Join with Buena Vista Home Entertainment to Promote Childhood Literacy
April 4, 2006
New TV spots feature characters and scenes from Walt Disney Pictures and Walden Media’s “The Chronicles of Narnia: The Lion, The Witch and The Wardrobe” The Advertising Council, the Library of Congress and Buena Vista Home Entertainment (BVHE) joined today to launch a national public service advertising (PSA) campaign designed to encourage children and adults to become engaged in reading and all other forms of literacy. The new campaign features scenes and characters from the movie “The Chronicles of Narnia: The Lion, the Witch and the Wardrobe,” which is based on C.S. Lewis’ beloved literary classic. The launch coincides with Literacy Awareness Week (April 3rd – 7th) and the release of the Disney DVD on April 4th, 2006. According to the National Institute for Literacy, success in school -- and life -- starts with literacy. When children become good readers in the early grades, they are more likely to become better learners throughout their school years and beyond. However, a U.S. Department of Education study found that from 1983 to 1999, more than 10 million Americans reached the 12th grade without having learned to read at a “basic” level, and research shows this trend begins much earlier in life. Results from the 2005 National Assessment of Educational Progress Reading Test found that 36% of American fourth graders read below the “basic” level. In addition, the NAEP Reading Test revealed that while 45% of U.S. fourth graders say they read for fun on a daily basis, only 19% of eighth graders read for fun every day. In an effort to inspire more children and families to find their passion in literacy and learning, the Ad Council and the Library of Congress have changed the focus of their continuing PSA campaign to focus on childhood literacy. First launched in 2000, previous advertising for the campaign encouraged children and adults to learn about U.S. history. “The Lion, The Witch and The Wardrobe” and the entire “Chronicles of Narnia” series are perfect examples of literature that has inspired the imaginations of generations of young readers. This timeless series has instilled a love of reading in the hearts of millions. The new PSAs, which aim to reach children in the fourth, fifth and sixth grades and their parents, focus on engaging children in all forms of literacy, whether it is reading a book or magazine, studying history, visiting a museum or simply using their imagination. The new television spots use feature scenes from the film, “The Chronicles of Narnia: The Lion, the Witch and the Wardrobe” which resonated with audiences worldwide. To view the PSAs, visit the Lifelong Literacy Campaign page of the Ad Council's website. “We are excited to continue our partnership with the Library of Congress and join with Buena Vista Home Entertainment on this engaging and important campaign,” according to Peggy Conlon, President and CEO of The Advertising Council. “The Ad Council is committed to ensuring that all children have the opportunity to achieve their full potential. These PSAs will show children that literacy, in all its forms, will open countless doors and enrich their lives in so many ways.” All of the PSAs direct children and parents to visit the Library of Congress’ website, www.loc.gov for discovery, learning and family fun. The website provides children and families with a multi-media, interactive learning experience through which children can enhance their literacy. “This new initiative with our longtime partners at the Ad Council and our new partners at Buena Vista Home Entertainment will help us fulfill our goal of promoting lifelong literacy,” said Librarian of Congress James H. Billington. “This effort joins our successful National Book Festival, National Library Service for the Blind and Physically Handicapped, Center for the Book, Poet Laureate program and popular Web site in promoting the joy of reading and demonstrating how learning history can be as fun as it is educational.”The new TV and radio spots are being distributed to stations nationwide this week. The PSAs will run during media-donated airtime. Since its launch in November 2000, the Ad Council’s PSA campaign with the Library of Congress has received approximately $192 million in donated time and space from the media. “When children become good readers at an early age, they are more likely to become better students throughout their school years and beyond,” said Bob Chapek, President of Buena Vista Home Entertainment. “Buena Vista Home Entrainment is proud to take part in this fun and important campaign and it is our hope that this will inspire children and parents to find their passion in literacy and learning.”The Library of Congress is many things: the research arm of Congress, the Copyright Office of the United States, the national library for the blind and physically handicapped, the home of the Poet Laureate, the nation’s largest digital library, and the world’s largest library. It contains more than 130 million items in nearly every language and format – from ancient Chinese woodblock prints to compact discs. Founded in 1800 to serve the reference needs of Congress, the Library has grown into an unparalleled treasure house of knowledge and creativity. Buena Vista Home Entertainment, Inc., is a recognized industry leader. Buena Vista Home Entertainment, Inc. is the marketing, sales and distribution company for Walt Disney, Touchstone, Hollywood Pictures, Miramax, Dimension and Buena Vista videocassettes and DVDs. To find out more about “The Chronicles of Narnia: The Lion, The Witch and The Wardrobe,” please visit us online at www.Disney.com.THE CHRONICLES OF NARNIA, NARNIA and all book titles, characters and locales original thereto are trademarks of C.S. Lewis Pte Ltd. and are used with permission. © Disney Enterprises, Inc. and Walden Media, LLC. All rights reserved.The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org. CONTACT:The Library of CongressJohn Sayersph: (202) 707-9216 Ad Council Press Officeph: (212) 984-1964Buena Vista Home EntertainmentChris Bessph: (818) 295-5250
