Thursday, February 08, 2007

Four Companies Launch Literacy Program

MORRIS PLAINS, N.J. — Children's Benadryl Allergy and PediaCare, Reading Is Fundamental (RIF), and Scholastic have teamed to create a multi-year partnership, Literacy for Life, which presents a program is based on a shared belief that literacy is essential to living a healthier life. The program is being launched with a $40,000 library makeover contest and a new web site Literacy for Life.

According to a release, the reading and wellness resource provides tools for parents and educators to help inspire children to become lifelong readers and to teach them how to stay healthy at home and at school. The web site includes information such as:

* Building a Family Library
* Where to Find Good Books
* The Ultimate Sympt-O-Meter for Cold and Flu Information
* Health Tips

"Reading is the foundation for all other life skills," said Carol H. Rasco, president and CEO of RIF. "By encouraging children to read and to enjoy reading, RIF offers children an opportunity for building healthy and successful lives. By providing parents and educators with simple practical tools, the 'Literacy for Life' program is sure to bring even greater attention to the relationship between lifelong literacy and lifelong health."

Strong literacy skills can help advance well being in other ways as well. For instance, forty-three percent of those with the lowest literacy skills are currently living in poverty (1), which brings with it a host of associated problems, including poor health.

"We're committed to improving people's overall quality of life," said Stephanie Hayes, Senior Consumer Promotion Manager, Upper Respiratory and Pediatric Brands. "The Literacy for Life program is one way we're helping to educate and empower consumers on health and wellness to improve the well being of children and their families. We're excited about the variety of resources the program provides, including the opportunity to dramatically improve school libraries for kids."

The Literacy for Life Library Makeover Contest features a grand prize of $25,000 in cash, $15,000 in books from campaign partner Scholastic, and an eight-hour consultation with a professional experienced in library book selection. There also will be a first prize winner and three runner-up awards.

The contest is open to public and state accredited private elementary schools. Individuals can accumulate points for their schools by collecting proof of purchase of PediaCare(R) and Benadryl(R) products, ordering a free set of RIF Parent Guide brochures, submitting a Scholastic Book Club order or submitting a postcard.

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