Fly With US. Read With Kids. Reading Is Fundamental ( RIF ) promotes family literacy and dates to 1966. It's the oldest and largest such literacy organization in the United States and darn hard to miss. Chances are, every American who's ever been in public or school library has seen their posters, which feature images of the celebrities of the day encouraging kids to read. Currently RIF is doing an interesting campaign sponsored by US Airways called "Fly With US. Read With Kids." It's targeted at adults, encouraging them to log minutes reading with a child. There's a media component with NBC's 'The Today Show ,' a dedicated microsite with a 'paint-a-plane' element, and a sweepstakes with a grand prize trip to Walt Disney World in Florida. Throughout March every US Airways passenger received a book to share with a child. In other words, there's a lot to learn from this promotion from some veteran campaigners. And... believe it or not......
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