Brief Description: The objective of this TV campaign by the Government was to improve child literacy. The DfEE set a target: to increase literacy from 63% to 80% over 5 years in 11 year olds. The campaign encouraged parents from all social classes to help their children with reading at pre-school and primary age. The challenge was to achieve this without patronising. The TV campaign encouraged parents to call for a leaflet which gave practical advice and help. The number of requests for leaflets exceeded expectations, awareness was achieved, especially amongst the 'difficult' target audience of parents from lower classes and fathers. Most parents who received the leaflet acted on it and changed their behaviour. The intended message, (that children receiving parental help when younger did much better than those without) was well received and attitudes were changed. Potential financial value estimated in terms of effects of improved literacy on the benefits system---(TAGS)---Full Title: COI - Dept of Education & Employment - Literacy - reading and literacy: How advertising mobilised parents to help improve the reading ability of their children ; Number: 2000/13; Brand: COI - Department of Education & Employment - Literacy ; Client: Department of Education and Employment/ COI ; Product Category: Government Departments (Public service information campaigns) ; Agency: D'Arcy ; Author: Charlie Snow, Jo Reid ; Prize Winners: 5 Star (Adworks ref: Advertising Works 11)