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Celeb storytellers promote literacy
MediaGuardian.co.uk
Channel 4 is promoting its childhood literacy season with a campaign featuring celebrities such as Davina McCall, Jon Snow and Jimmy Carr reading snippets from famous children's books by authors including Roald Dahl and AA Milne.
The on-air promos, to support the Lost for Words season of programmes and online initiatives to improve children's reading ability, begin tonight and feature 11 Channel 4 celebrities.
They include news presenter Krishnan Guru-Murthy, Green Wing actor Stephen Mangan and historian David Starkey as well as actors from shows such as The IT Crowd, Skins and Hollyoaks.
The promos feature a variety of themes, with celebrities naming their favourite letter and made-up words as well as reading lines from their favourite children's story.
Books that appear in the campaign include the Gruffalo, the Secret Diary of Adrian Mole, Kasper in the Glitter, Matilda, Winnie the Pooh, The Twits, Peter Pan and James and the Giant Peach.
The on-air drive is supported by a nationwide poster campaign and a microsite featuring a personal bedtime story generator.
In addition, 10 clips of the celebrities reading three-minute excerpts from their favourite children's book will be made available online.
"Lost for Words is an ambitious and important season for Channel 4 and we've tried to engage as many people as possible with it through a bold and creative campaign," said James Walker, marketing manager for Channel 4 factual, features, sport and More4.
Programmes in the Lost for Words season include Richard & Judy's best kids' books, a Dispatches special and three-part documentary Last Chance Kids.
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