Reading makes you, you.

The multi-touchpoint campaign "Reading Makes You, You" has the goal of creating awareness of the New Worlds Reading Initiative program (administered by University of Florida Lastinger Center for Learning + Scholastic), which aims to help about 500,000 K-5 students in Florida read at grade level.

The campaign is rooted in the belief that a child's reading experiences shape their present and future selves. It is an insights-driven, multi-year, cross-channel campaign targeting parents, caregivers, educators, and allies. The campaign uses a variety of tactics to strike a balance between awareness and application-driving efforts, with the aim of positioning the New Worlds Reading Initiative as a valuable resource for Florida families. By doing so, the initiative hopes to instill a love of reading in more children and improve their literacy skills, laying the foundation for success.

https://www.newworldsreading.com/