'Read to your child', says The Children's Society

Kate Magee 24-Oct-08

Parents should read bedtime stories to their children, The Children's Society will argue over the next four weeks.

The charity has launched a month-long media campaign today to emphasis the importance of reading to a child's wellbeing.

It has surveyed over 1000 teachers and found that 68 per cent notice a higher reading ability among children who read at bedtime. Teachers also said these children had better concentration, a larger vocabulary and more confidence.

The charity and its retained agency Cake will use the results to target the national and parenting press. It will use the regional breakdowns to get local coverage.

Teachers will also be targeted through specialist titles to encourage them to speak directly to parents about the importance of reading.

The Children's Society's PR manager Anil Ranchod said that the 'sex education story' was currently dominating the news pages, so his team were also contacting weekend titles and features desks to gain coverage.

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