United Way offers big words for little kids in new literacy campaign

Ogilvy New York combats the word gap with fun "Spread the Words" spot

A new campaign for the United Way of New York encourages supporters to donate not just money, but words. By kindergarten, 70 percent of low-income children are at a word deficit—they’ve heard 30 million fewer words than their peers of better means. The "Spread the Words" campaign from Ogilvy New York features a voiceover from former New York Giants wide receiver Victor Cruz reading a series of fun words like "gobbledygook" and "hippopotamus" to promote the non-profit’s literacy program READNYC. A 90-second digital spot debuts Thursday, along with social media content, a new landing page and OOH activations.


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