November 4, 2014.- The Communication Council launched its new media strategy to promote the habit of reading in Mexico: “What matters is in your head.”

The campaign is aimed at young people, and who better than them to become change agents that can infect children and society in general about the pleasure of reading.

The spread of this fourth phase of the campaign will be valid for reading in October 2014 to March 2015, with the participation of renowned figures such as: English actor Daniel Radcliffe; Olympic medalist Paola Espinosa; Players Pittsburgh Steelers Troy Polamalu and Brett Keisel; Ines Sainz drivers and Mauricio Mancera. As licenses: Star Wars and SpongeBob.

This new campaign aims to make reading an inspiring, moving participatory and involving all; where young people are the influencer entity that transforms our society making way for knowledge and recreation, becoming a role model for adults and for future generations.

The guiding principle of the campaign is to communicate to young people beyond their appearance, what really matters is what is in your head. In this sense, reading is the tool that makes what’s inside of them is better and stronger, because through it can express, create, engage and build their own personality. Likewise, the campaign applauds individuality, respects the identity, dress and think, encouraging freedom of expression among young people.

Mexico is the second largest number of young people, therefore this reading phase, the Communication Council is convinced that the effect of this campaign will help to multiply efforts to make Mexico a country of readers, understanding that reading is the tool for raising educational standards in our country.

In January, more figures this season, will be same as announced would join.

Note that this year, Leo Burnett adds to this important effort as the advertising agency that will work with the Council Communication to foster reading habit.

Source: cc.org.mx