Adrian J Cotterill, Editor-in-Chief
Sleep.8 and Limited Space have partnered with Children’s Laureate Joseph Coelho and the World Literacy Foundation to launch ‘Bedtime Stories’ in UK Shopping Malls.
Author, poet and Waterstones Children’s Laureate Joseph Coelho will host the inaugural Bedtime Story video series, which involves prominent public figures reading storybooks to children to inspire a love of the written word from an early age. Broadcast in UK shopping malls and online, and reaching 10 million households in the first week, the series aims to raise awareness around children’s literacy.
Andrew Kay, CEO of World Literacy Foundation, said “A bedtime reading routine with your child for just 20 minutes per day will change the trajectory of their life. They will be reading at grade level by Year 3 and 3 times more likely to attend university.”
The new video series has been created by home lifestyle brand Sleep.8 and retail media owner Limited Space in collaboration with the World Literacy Foundation, ultimately aiming to improve literacy levels in the UK. Bedtime Stories launched at an inclusive event for the general public held at the Sleep.8 flagship store in Bluewater, where families were invited to take part in a story time event.
Children were treated to readings by Joseph Coelho from his own books, and were able to take home complimentary signed copies of the ‘Luna Loves…’ series.
For Musi Chayla, Sleep.8 Vice President of Retail, the initiative is personally significant: “As someone who was diagnosed with dyslexia in childhood, the World Literacy Foundation’s mission to create a world where every child has the opportunity to acquire literacy skills and books to reach their full potential, regardless of their location or background, is one that is close to my heart. Growing up with dyslexia meant that I faced challenges in school which didn’t affect my peers, and it took the care and attention of certain great teachers to give me the space and help I needed to not only overcome these, but to learn to enjoy reading. To have the opportunity to welcome the Children’s Laureate to Sleep.8 with the World Literacy Foundation for the Bedtime Stories initiative, and use our store as a space to inspire a love of the written word in children nationwide is truly special to me, and an initiative which we all hope will really change lives.”
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