Reading makes
you, you.

New Worlds Reading Initiative
by University of Florida & Scholastic

Experts say there is an illiteracy epidemic across the United States. According to the University of Florida, 64% of American children can’t read proficiently — and those who can’t by the third grade are four times as likely to drop out of school before earning a diploma.

The goal of the multi-touchpoint campaign was to raise awareness about the program that helps Florida kids boost their reading skills.

Edelman
CCO: Isidoro Debellis
CDs: Rodrigo Bistene & Katie Dropick
Senior Creative Team: Laura Walsh & Nancy Zhu
Producer: Lizzie Shook
Project Director: Ashley Mendez
Account Leads: Kyrsten Aspegren & Nikki Todd & Kate Linkous
Directors: The Hudson Dusters, Greenpoint Pictures
Music + SFX: Paola Altamirano & Raul Garcia, Animal Music
Editing: Lorenzo Bombicci, Cosmo Street
Color: Quinn Alvarez, Apache