Ad Council And Library Of Congress Launch New Lifelong Lit

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

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.