Library Launches Ads to Promote Reading

Posted September 24, 2007 at 4:44pm

The Library of Congress has teamed up with the Ad Council to launch a series of public service announcements to inspire children in grades four through six to enjoy reading and promote lifelong literacy.

The television, newspaper and magazine ads, which debuted last week, use the themes of three books of children’s classic literature to “explore new worlds,” as the campaign slogan suggests. The storylines featured in the various ads include “The Wonderful Wizard of Oz,” “The Chronicles of Narnia” and the stories of King Arthur and the Round Table.

Paid for by The Geppetto Group, Walt Disney Studios Home Entertainment and the Brigham Young University Ad Lab, the series of ads are designed to stimulate and motivate children, said Librarian of Congress James Billington.

“Education outreach is a major theme of what we’re doing here at the Library of Congress,” Billington said.

One of the advertisements featured in magazines and newspapers features a young girl peering into an intricately decorated red closet as white light streams out of the doors.

“There are amazing possibilities when you open your child’s mind to reading,” reads the ad intended to mirror the “The Chronicles of Narnia.”

In another ad designed for television, a young boy about to board a train hands the conductor a hardback copy of “The Wonderful Wizard of Oz” instead of a ticket. The conductor stamps the book “Oz,” and the boy is seen reading his book as the scenery outside his window changes to reflect Emerald City and the yellow brick road.

— Leah Carliner