Reading Is Fundamental (RIF), the largest children’s literacy nonprofit in the country, is launching “Book People Unite,” a bold awareness campaign to focus a spotlight on children’s literacy nationwide. The campaign, anchored by a new Public Service Announcement (PSA) with beloved book characters and a star-studded soundtrack, aims to spark a movement to put books in the hands of children who need them most.

America’s most beloved book — Curious George, Clifford, Madeline, and Babar—travel beyond their storybook pages to the beat of a new, original song, “Book People Unite,” featuring donated talent and produced by Grammy award-winning band The Roots.

Celebrity vocalists Jack Black, Chris Martin (Coldplay), John Legend, Jim James (My Morning Jacket), Jason Schwartzman, Consequence, Regina Spektor, Nate Ruess (fun.), Carrie Brownstein (Portlandia) and Melanie Fiona lend their voices to the anthem. And Emmy award-winning actor, LeVar Burton, makes a special cameo.

In 2011, RIF provided 14 million books to 4 million children to keep as their own. Access to books continues to be one of the single most important factors in a student’s success, but far too many of America’s children do not have this most basic resource for learning.

There are 16 million children living in poverty in the United States, the highest number in two decades. In low-income neighborhoods, there is only 1 book for every 300 children.

“While many children are falling further and further behind, so are their chances for a successful future. It is clear we don’t just have an issue to solve, we have a movement to ignite,” said Carol Rasco, president and CEO of RIF. “One book can spark a lifetime of ambition and we are asking the nation to join us in building a literate America where all kids can explore, dream and achieve. Together, we can realize our vision of a literate America.”

“I have witnessed time and again the transformative power of books. Whether it’s a bound book or an e-book, reading helps children overcome obstacles — opening doors to a wider world of experiences,” said Burton, host and producer of the beloved children’s program Reading Rainbow.

The PSA was directed by Rafael Fernandez with Green Dot Films and features specially-crafted puppets by Jim Henson’s Creature Shop and animated characters brought to life by Curious Pictures. Per the Ad Council’s model, the PSA will run and air in advertising time and space that is donated by the media.

“The montage of book characters come alive in these heartwarming PSAs to motivate parents to establish positive reading practices with their children,” said Peggy Conlon, president and CEO of the Ad Council.

“We hope this entertaining campaign — combining beloved children’s book characters and world-renowned musical talent — inspires families to establish a lifelong love of reading,” said Gayle Osterberg, director of communications at the Library of Congress.

“RIF has a long history of inspiring children to read and achieve, and we’re thrilled to see their reenergized image and this bold campaign take off to get more people connected to this critical cause,” said Martine Reardon, Chief Marketing Officer at Macy’s. “We’ve declared ourselves ‘Book People’ and encourage our customers and readers of all ages to do the same.”

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Despite opening to mixed reviews in 2009, Bored To Death continues its third season this fall on HBO. The show won the 2010 Emmy Award for Main Title Design over other successful shows and has picked up from its bland start.

The story revolves around Jonathan Ames, a well-meaning but unsuccessful writer who takes up detective work as an unlicensed private eye to pass time. Jonathan is played by Jason Schwartzman who is known for his quirky style of acting, often playing underdog characters and misfits.

The cast also includes Ted Danson as George Christopher, Jonathan’s friend and editor of the magazine Edition where Jonathan works. Zach Galifianakis plays Jonathan’s best friend Ray Hueston who is a comic book artist. Heather Burns plays Ray’s on/off girlfriend Leah and Oliver Platt is Richard Antrem, editor of GQ and George’s rival.

Episode #21: “I Keep Taking Baths Like Lady Macbeth” – Debut: Monday, Nov. 7 (9:00-9:30 p.m. ET/PT)

Jonathan and George see a “friendship” counselor (Sarah Silverman). George begins taking singing lessons from Josephine (Mary Steenburgen), a delightful pothead.  Jonathan attempts to win back George’s affection. Ray becomes irresistible to women.

Episode #22: “Two Large Pearls and a Bar of Gold” – Debut: Monday, Nov. 14 (9:00-9:30 p.m.)

Jonathan’s college sweetheart (Casey Wilson) enlists him to guard her wedding jewels and reminds him of their prenuptial pact. Ray moves in with George. George warns Josephine about growing too attached.

Episode #23: “Forget the Herring” – Debut: Monday, Nov. 21 (9:00-9:30 p.m.)

Rose Hiney (Isla Fisher) connects with Jonathan on new leads. George and Ray attempt to right their unrightable wrongs.

Episode #24: “Nothing I Can’t Handle by Running Away” (season finale) – Debut: Monday, Nov. 28 (9:00-9:30 p.m.)

George throws a wedding for Emily (Halley Feiffer) and Bernard (David Rasche).  Jonathan is hesitant to break it off with his new lady.  Ray retreats into Spencer’s (Nate and Darren Cangelosi) arms. Jonathan is taken hostage and Ray gathers an army of his newfound Super Ray fans.

Bored To Death was created by Jonathan Ames; executive producers, Jonathan Ames, Sarah Condon, Stephanie Davis and Dave Becky.

Image Courtesy of   http://www.facebook.com/boredtodeath

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