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Reading for Life campaign to continue work of 2008 National Year of Reading
12 Dec 2008
National Literacy Trust, The Reading Agency and supporting organisations today (Friday 12 December) announce a campaign to improve the life opportunities of people in most need through reading.
The campaign, which will launch in spring 2009, will be called Reading for Life (RfL). It will build on the achievements, networks and approaches championed by the 2008 National Year of Reading (NYR). The campaign is based on a b elief that reading sits at the heart of social justice, and will engage and inspire key target audiences such as black minority ethnic children, pre-school children, white working class boys and adult learners.
National Literacy Trust and The Reading Agency will lead the campaign with support from a wide range of partners including organisations involved in the original consortium behind the NYR.
RfL will campaign and promote the value of reading using media and brand partners. Significant support by major consumer brands has already been confirmed. Robert Wiseman Dairies and Marmite will be creating dedicated marketing campaigns in 2009 to support the messages of RfL, driving consumers to the local services that can support and encourage their reading. These commercial partnerships, along with others yet to be announced, are worth in excess of £1 million.
The campaign will consist of a public-facing website (www.readingforlife.org.uk) featuring literacy initiatives and resources; Wikireadia, the shared professional resource developed during the NYR and now a key resource for those wishing to support reading in a wide variety of settings; and a strategic local authority development programme to support the creation of cross-authority reading strategies.
RfL is being backed by organisations from a wide range of sectors, including: the Department for Children, Schools and Families; the Department for Culture, Media and Sport; Scholastic UK; Walker Books; The Random House Group; and local authorities across England. NYR consortium members, including Arts Council England; Museums, Libraries and Archives Council; Booktrust; Volunteer Reading Help; Centre for Literacy in Primary Education; National Institute of Adult Continuing Education ; ContinYou; The National Youth Agency; and Campaign for Learning; have also given their support to the campaign.
Jonathan Douglas, director, National Literacy Trust said:
The 2008 National Year of Reading has been an overwhelming success, thanks to powerful partnerships with mainstream media and a dedicated coordinator in every local authority.
We are delighted to be continuing this work by launching Reading for Life. By engaging new audiences with reading, we will increase their literacy skills and life opportunities. We are grateful for the fantastic support for the campaign we have already received from the Government and across the corporate and public sectors.”
Miranda McKearney, director, The Reading Agency said:
Our role in Reading for Life will be the same as in the National Year of Reading – to lead the library sector’s work. We’ve been thrilled by the success of the membership campaign which has recruited nearly 2,000,000 new library members and hope to continue this approach”.
Ed Balls, Secretary of State for Children, Schools and Families said:
Reading for pleasure ought to be part of daily life for everyone. The life chances for those who read are better than for those who don’t or can’t, so we are determined to keep working through partnerships between schools and libraries, and, vitally, in the home, to promote the joy of reading.
We are very pleased indeed with the outcomes of the National Year of Reading, and delighted to see so many organisations working together to ensure that the good work continues in the future through the campaign Reading for Life.”
Barbara Follett, Culture Minister said:
The purpose of every good public library is to provide innovative and inspiring opportunities to connect people with the written word. This connection will, in turn, provide many with a lifetime of enjoyment and education.
I am an enthusiastic supporter of Reading for Life and I know that it will continue the work of the National Year of Reading and help switch young people onto libraries and the multiple opportunities they offer.”
Gail Rebuck, chair and chief executive, The Random House Group said:
By extending the National Year of Reading into a continuing Reading for Life programme, we can deliver the message all year round that reading can not only be fun and rewarding but that books have the power to transform lives.
For example, some 90 per cent of people who have enjoyed Quick Reads – the short, fast-paced easy to read books from best-selling authors aimed at reluctant readers – say it has improved their lives. The more people’s lives can be touched and changed by books, the more fulfilled future generations will be. The Random House Group will certainly endorse the campaign.”
Gillian Beasley, chief executive, Peterborough City Council said:
In Peterborough, we have a cross-council literacy strategy because I believe that literacy is fundamental to the prosperity of our city. As chief executive of a council I think engaging people in the benefits of reading and getting them reading is absolutely vital and therefore, I give my support to Reading for Life and urge my peers to do the same.”
Paul Roberts, director of strategy, Improvement and Development Agency said:
Reading for Life is a key mechanism to engage the most underachieving audiences across England. A number of local authorities have shown how council-wide strategies to support reading can deliver improved outcomes for the most vulnerable groups, as well as the wider community. Local government can build on their achievements in 2008 by playing a central role in Reading for Life.”
Paul Carter, leader of Kent County Council said:
Kent County Council fully endorses this new campaign (Reading for Life). Our vision in Kent is to create, beyond 2008, opportunities that will enable everyone to understand the benefits that reading can bring and to highlight the fact that reading can change the lives of people, now and in the future.”
Terry Piggott, executive director, Children & Young People's Services, Rochdale Metropolitan Borough Council said:
Literacy is vital for individual fulfilment, social cohesion and economic prosperity. Reading helps you master the complexities of the modern world. As director of Children's Services, I support Reading for Life and hope my peers in local government will also promote it."
Cheryl Calverley, marketing manager, Marmite said:
Marmite is very excited about linking with Reading for Life, and the opportunity to be able to give Marmite-loving families an extra opportunity to read together through free book downloads available with special packs.”
Kate Wilson, group managing director, Scholastic UK Ltd said:
Scholastic UK Ltd, as a publisher and as a distributor of books into schools, has been very proud to support the National Year of Reading, which was the backbone of a number of our initiatives. We look forward to supporting Reading for Life with equal commitment and enthusiasm, as we share the belief that reading has the power to change lives.”
Jane Harris, sales director, Walker Books said:
Walker Books, leading independent children's publisher, has been proud to support the NYR and NLT in their commitment to changing lives through literacy. We are delighted that their work is going to continue in the form of Reading for Life and we offer our whole hearted support as will our author's and illustrator's to ensure that reading will bring a lifetime of enjoyment to children and families everywhere.”
Wendy Jones, head of policy & public affairs, BBC Learning said:
BBC Learning worked with National Year of Reading through projects such as BBC raw, Breathing Places and Headroom, and looks forward to exploring further areas of joint activity with Reading for Life. We share the campaign's commitment to spreading the benefits of reading among the widest possible audience.”
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For more information and images of the new identity please contact Fiona Lewis, Head of Communications at the National Literacy Trust on 020 7820 6253 or 07786 807 312 or email fiona.lewis@literacytrust.org.uk
Notes to editors
About Reading for Life target audiences
Reading for Life will particularly target pre-school children and those in their first few years of secondary school (key stage 3), especially boys, black minority ethnic children, Eastern European children, Pakistani and Bangladeshi children and white working class boys; C2DE families, especially young fathers, disabled children, print-impaired readers, looked-after children, and adult learners.
About the National Literacy Trust
The National Literacy Trust is an independent charity that changes lives through literacy. It links home, school and the wider community to inspire learners and create opportunities for everyone. See www.literacytrust.org.uk
The National Literacy Trust is a registered charity in England and Wales, no. 1116260, and a company limited by guarantee, no. 5836486, Registered office: 68 South Lambeth Road, London SW8 1RL.
About the 2008 National Year of Reading
The 2008 National Year of Reading is a year-long celebration of reading, in all its forms. It has helped to build a greater understanding of the importance of reading – for children, families and adult learners alike. The Year has encouraged people to read in businesses, homes, and communities around the country, providing new opportunities to develop an appetite for reading and helping people to access help and support through schools and libraries. The 2008 National Year of Reading is being managed by the National Literacy Trust and lead partner The Reading Agency. See www.yearofreading.org.uk for more information, help and resources.
