ITV1 breakfast show "Daybreak" has today launched a campaign to "Get Britain Reading" in conjunction with the Salvation Army and "more than 50 UK celebrities".
Actor Michael Sheen and choreographer Arlene Phillips are among the well-known names putting their faces to a five-day campaign asking families to read every day to their children and donate books at 100 Morrisons shops and 50 Waterstones stores across the country to help projects run by The Salvation Army, Dyslexia Action and Booktrust.
Theaim of the campaign is to help families improve their reading skills and raise awareness of the difficulties people face coping with illiteracy and dyslexia.
Sheen said: "Books have been like doorways for me all my life. When I was growing up, being able to read books let me enter new worlds and discover all kinds of new possibilities . . .
He added: "My own favourite books growing up were things like Peter Pan and Alice in Wonderland. As a teen I discovered the Hobbit and then Lord of the Rings, the Elric stories, Phillip Pullman's His Dark Materials trilogy are some of the best books I've ever read. So many books and so many doors leading to so many exciting worlds."
Major John Smith, adult and family ministries officer for The Salvation Army, said: "We are delighted to be a part of Get Britain Reading, as an organisation we believe in helping people find their way in life and breaking down barriers that are holding them back . . . Programmes like our adult literacy courses in Chesterton and Sunderland, allow us to fulfill this promise."