Ad Council and Library of Congress Launch New Lifelong Literacy Campaign

Campaign features dynamic website that allows children to discover new ways to enjoy reading with literary and interactive games

New York · October 02, 2007 / PRNewswire / – The Advertising Council and the Library of Congress announced today the launch of a new series of public service advertisements (PSAs) developed to inspire young people to "explore new worlds" through reading and to promote literacy in all types of learning, including books, periodicals and cartoons.

The new PSAs, created pro bono by The Geppetto Group, Walt Disney Studios Home Entertainment and the Brigham Young University (BYU) Ad Lab, are based on classical fiction books The Wonderful Wizard of Oz, and the The Lion, the Witch and the Wardrobe, as well as stories of King Arthur and the Round Table. The Geppetto Group produced Oz, the original spot, and created the campaign tagline "Explore New Worlds," which encouraged the other two volunteer agencies to create inspirational endings from other classic works of fiction. The PSAs aim to inspire children in grades 4 to 6 to get more enjoyment out of reading and thereby inspire them to become lifelong learners.

The PSAs direct young readers to visit www.Literacy.gov, where they can connect to "The Storybook Adventure," a dynamic new online activity that takes them on a series of expeditions through fantasy realms, each inspired by a classic work of children's fiction. In each realm players answer questions about the story and get the chance to collect treasures from the stories as the game unfolds. Links to scanned pages from rare books of the Library's collection are included in the game so kids can read the original text to find the answers to the questions. At the end of their adventure, they use the Collage Maker to create an e-card with the treasures they collected. The Storybook Adventure journeys bring reading to life in an educational way that is stimulating for young people.

According to the National Institute for Literacy, success in school, and life, starts with literacy. When young people become good readers in the early grades, they are more likely to become better learners throughout their school years and beyond. While parental involvement is critical, it ultimately comes down to inspiring the individual not only to read books, but to also find their own passion about reading in all forms.

"Young people who read throughout their lives are not only more knowledgeable, but they are also better citizens and more engaged in the world around them," said Dr. James H. Billington, the Librarian of Congress. "The Library of Congress promotes lifelong literacy because reading is the cornerstone of any nation's global competitiveness, cultural health and collective wisdom."

"Our partnership with the Library of Congress has been exciting and tremendously rewarding," said Peggy Conlon, President & CEO of the Ad Council. "Education is a core value of the Ad Council and we're proud to inspire kids to become lifelong learners with this campaign."

"Geppetto was honored to be asked to develop a campaign for the Library of Congress for a second straight year. In a competing world of gaming and television, etc., reading has taken a back seat to these other activities," said Christopher McKee, Chief Creative Officer of the Geppetto Group. "We endeavored to bring the excitement of reading to life by bringing the unparalleled experience to life. Oz exposes kids to the idea that when you read, you can truly be taken to fantastical places and explore new worlds anywhere and anytime you wish."

"This relationship is a wonderful fit because we are able to utilize the film characters from 'The Chronicles of Narnia: The Lion, the Witch and the Wardrobe' to convey the wonders of reading," said Gabrielle Chamberlain, Senior Vice President of Marketing at Walt Disney Studios Home Entertainment. "They existed on the page long before they ever existed on film and the familiar images remind families that there are many more adventures waiting to happen between the covers of all books."

"Working with the both the Ad Council and The Library of Congress has been a tremendous opportunity for our students to collaborate with professionals and produce nationally recognized, creative work. But most importantly it has afforded us the opportunity to accomplish the most worthwhile goal we have as University, to inspire and uplift others," remarked Jeff Sheets, BYU's Ad Lab Director.

The new PSAs were recently distributed nationwide and can be viewed on the Ad Council's Web site at www.AdCouncil.org.

About the Library of Congress

The Library of Congress, the nation's oldest federal cultural institution, is the world's preeminent reservoir of knowledge, providing unparalleled integrated resources to Congress and the American people. Founded in 1800, the Library seeks to further human understanding and wisdom by providing access to knowledge through its magnificent collections, which bring to bear the world's knowledge in almost all of the world's languages and America's private sector intellectual and cultural creativity in almost all formats. The Library seeks to spark the public's imagination and celebrate human achievement through its programs and exhibits. In doing so, the Library helps foster the informed and involved citizenry upon which American democracy depends. Today, the Library serves the public, scholars, Members of Congress and their staff—all of whom seek information, understanding and inspiration. Many of the Library's rich resources and treasures may also be accessed through the Library's award-winning Web site www.loc.gov.

About The Geppetto Group

The Geppetto Group is a company dedicated to creating marketing solutions for the youth market. We believe that the best solutions come from thinking not about any particular marketing discipline, but rather from thinking about the consumer first. It is our mission to be target-specific and discipline-neutral; thereby bringing ideas to our clients that spring from a superior understanding of what motivates this unique group.

About Walt Disney Studios Home Entertainment

Walt Disney Studios Home Entertainment, a recognized leader in the home entertainment industry, is the marketing, sales and distribution company for Walt Disney, Touchstone, Hollywood Pictures, Miramax and Buena Vista product which includes DVD, Blu-ray Disc, and electronic distribution. Walt Disney Studios Home Entertainment is a division of The Walt Disney Studios.

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.

About the BYU Ad Lab

The Brigham Young University (BYU) Ad Lab is a student-run, professionally mentored ad agency. It is where BYU advertising students learn all "full-service" ad agency disciplines through course work and apply that knowledge on real-world clients. The Ad Lab provides students the premier opportunity for undergrad students to become prepared for their future professions and focuses on creating messages to make a positive impact on society. To learn more about the BYU Ad Lab, visit www.adlab.byu.edu.

About The Advertising Council

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.