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May 5, 2006
For immediate release

Campaign Launched Today to Improve Literacy

Community and Cultural Affairs

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A major campaign was launched today to increase awareness of literacy and to engage Islanders in literacy activities.

The PEI Literacy Moments campaign is a signature project of radio stations CFCY and Magic 93. Other partners in the campaign include the Department of Education, PEI Provincial Library Service, PEI Literacy Alliance and the PEI Home and School Federation.

Over 4,200 radio commercials will be played during the one-year campaign or over 80 commercials each week. The commercials emphasize that reading is the key to all learning and that it is never too early or too late to learn.

The campaign will begin with three different messages. The first one focuses on the fact that many people want to read better and there are many ways to do so. The second one is about how reading to children can get them off to a good start in life. The third message encourages Islanders to visit their local libraries for a wealth of free reading materials.

Premier Pat Binns acknowledged the leadership taken by the radio stations to improve literacy in Prince Edward Island. “With the assistance of community leaders like CFCY and Magic 93, more and more Islanders are making literacy a priority,” he said. “By working together, and by implementing multiple strategies over time, we can make a real difference in our literacy levels, our quality of life and our economic growth.”

Premier Binns advised that the campaign will set the stage for a provincial Literacy and Learning Strategy to be launched this fall.

Heather Tedford, general sales manager at CFCY and Magic 93 advised that this is the first signature project the stations have taken on since their “Heartbeat” campaign in 2000, which achieved tremendous success in helping Islanders to recognize the signs of a heart attack. “We do signature projects only when an issue arises that has significant importance for the community and our listeners,” said Ms. Tedford. “When we make this commitment, our full resources are brought to bear to create change in awareness levels and ultimately changes in behaviours.”

Ray Doiron, chair of the PEI Literacy Alliance said he is optimistic about the outcomes that can be achieved through the campaign. “Information is always an important first step and this campaign will provide us with an incredible opportunity to provide Islanders with good information on how to improve literacy skills,” he said.

Wendy MacDonald, chair of the PEI Home and School Federation said the Federation is pleased to be a partner in the campaign. “Literacy is everyone’s responsibility and it is good to have schools, governments and communities working together through this campaign to improve literacy. We are encouraged by the support it will provide to Home and School initiatives and to the many exciting literacy initiatives that are popping up everywhere in Island communities,” she said.

For more information on the campaign contact or

Media Contact: Connie McNeill
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