Children's Book Council Launches Second National Initiative this Year to Promote Reading Among Children
Children's Literacy Round-Up: March 30

RIF-US Airways’ “Read With Kids Challenge” Reaches Goal of One Million Minutes Read with Flying Colors

WASHINGTON—March 24, 2008—Reading Is Fundamental (RIF) and US Airways (LCC) reported today that their “Read with Kids Challenge” has reached the one million minutes read goal two months ahead of schedule. More than 10,000 parents and educators, including hundreds of US Airways employees, have already logged in minutes read to young children since the Challenge was launched on February 29.  The online Challenge runs until May 31.    

“We’re thrilled to see so many parents reading with their children and hope the momentum continues as every child benefits from being read to daily,” said Carol H. Rasco, president and CEO, of RIF. “Thanks to US Airways’ support, promotion from NBC’s Today Show, many bloggers, and thousands of parents and educators, the word is spreading that reading aloud helps children get off to a fast start in school.”

“Read with Kids Challenge” participants can log their time reading to children at All new and existing participants qualify for weekly prize drawings and a grand prize drawing provided by US Airways of a family vacation to Walt Disney World® Resort in Orlando. During March, US Airways, the official airline of RIF, is distributing copies of best-selling author/illustrator Lucy Cousins’ children’s book Come Fly with Maisy to passengers on domestic, mainline flights to take and share with a child.

About RIF            

Reading Is Fundamental, Inc. (RIF), founded in 1966, motivates children to read by working with them, their parents, and community members to make reading a fun and beneficial part of everyday life. RIF’s highest priority is reaching underserved children from birth to age 8. Through community volunteers in every state and U.S. territory, RIF provides 4.6 million children with 16 million new, free books and literacy resources each year. For more information and to access reading resources, visit

About US Airways

US Airways is the fifth largest domestic airline employing more than 36,000 aviation professionals worldwide. US Airways, US Airways Shuttle and US Airways Express operate approximately 3,800 flights per day and serve more than 230 communities in the U.S., Canada, Europe, the Caribbean and Latin America. US Airways is a member of the Star Alliance network, which offers our customers 17,000 daily flights to 897 destinations in 160 countries worldwide. This press release and additional information on US Airways can be found at