Independent charity Booktrust is launching its debut TV campaign to raise awareness of Bookstart, its free book-gifting programme.
The national programme encourages parents to enjoy free books with young children.
The campaign, which was created by Kitcatt Nohr Alexander Shaw, has been devised to encourage parents to discover the magic of sharing books with their children.
It features a 30-second animated film that will run across a range of channels including Five, ITV1, Cartoon Network and Boomerang. The ads will also run on a number of Asian channels such as Star TV and Bangla TV.