READING IS FUNDAMENTAL

50TH ANNIVERSARY

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Reading Is Fundamental is the nation's largest children's literacy organization. Our mission is to empower children to become good readers by providing access to free, high-quality books to children to need them most.

On June 13, 2016, Reading Is Fundamental (RIF) launched a new PSA called READ. The goal of the campaign was to inspire young children to read by sparking their imagination through the power of books.

Concepted & Directed by Pholio's Jonah Hall, Read brings the viewers on a magical journey through the eyes of children. Although the same book is being read to each child, it's the special energy brought by each narrator that makes the experience unique in each case.

READ was a finalist in the 1st Annual SHORTY SOCIAL GOOD AWARDS in 2016