Booktrust   has launched a new TV campaign in the lead up to Father’s Day on  Sunday 15th June to raise awareness among dads of Bookstart, Bookstart the  national free book-gifting programme that encourages reading to children from a young age.

Bookstart set out to devise a TV advertising campaign to encourage fathers to discover the magic of sharing books with their children and boost awareness of the Bookstart book giveaway to fathers. These fun, animated ads are narrated by children and will run for three weeks on national terrestrial and digital TV channels including Bravo and Dave.

The campaign challenges and targets hard to reach groups such as dads who don’t live with their children and parents who may not be confident readers themselves. The target male audience is encouraged to respond to the adverts by texting free from their mobile phones as this is the easiest media for them to use. Respondents will receive a free storybook and information about where to collect other free books.