The International Education Institute is launching a new Public Service Announcement campaign that will lead to greater education reform than any private effort has ever accomplished.

These PSAs will bless the lives of literally millions of children by helping them get the support they need to learn to read early and well. This has been identified by research and by state and federal agencies as the key to overcoming the minority achievement gap and in helping ALL CHILDREN achieve their full potential in school and in life. A person who cannot read is chained to a life of lower self-image and self-expectations, low-income jobs, and greater risk of falling prey to drugs, crime and other anti-social and self-destructive behavior.

Those children who learn to read early and well tend to succeed in all academic endeavors. For example, in a recent review of reading and math scores for 800 middle school students, there were a few students who excelled in math who did poorly in reading, but there was not one example of a child who excelled in reading who did significantly worse in math. In other words, if you read well, you do everything else well, too -- even math.

These PSAs will help:

• Encourage parents to get more personally involved in their children's education.
• Provide parents with a reading curriculum to help their children excel beyond common expectations.

A major curriculum developer has agreed to allow us to replicate for just 50 cents apiece a videotaped curriculum that teaches children all the basic letters and phonetic sounds of the alphabet, along with the most frequently used 400 words of the English language. A child who watches this video for 30 minutes a day will learn how to read within a year. Using this and other curriculum tools produced by this company, some children are reading already by the age of 2!

We will ask each PSA spokesman to help us prepare a 15-second, 30-second and 60-second version of a public service announcement. We may also try 2-3 different endings so the PSAs can be edited to promote different Institute goals, such as to encourage parents to read with their children every day, to distribute free reading curricula, and to recruit volunteers. The PSAs will also be prepared so the audio portion can be submitted for use by radio stations.

Following are a number of Public Service Announcement scripts. These are sample scripts. They are not intended to imply that all the indicated spokesmen have agreed to participate in this program, but they are people we are contacting. The sample scripts also should not be considered "final drafts." Rather, they will need to be reviewed, edited and rewritten in conjunction with those individuals who agree to participate.

If you can help us in any way to develop and fund this program, please contact Institute President Ken Harvey at 509-528-0941 or at harveycom@earthlink.net.

ANNOUNCER: Educator and author Mychal Wynn for the International Education Institute.

WYNN: When I was growing up, my parents were so poor they gave me up for adoption. But even my adopted parents lived in one of the poorest parts of Chicago – in one of the toughest neighborhoods.

I grew up too cool to pay attention in school. And if it hadn’t been for social promotion, I’d probably still be back in the second grade.

But I finally met up with someone who wouldn’t let me fail – wouldn’t let me be a failure. He made me know that I could be somebody! I could be an effective communicator. I could use my talents to make this a better world.

I could be a teacher. I could be an author. I could be paid to talk to millions of people.

My mentor perhaps didn’t map out my entire future for me, but he opened the door … and that’s what I’ve accomplished.

Parents and educators, DON’T let our children fail. Every child has as many brain cells in his head as Einstein and DiVinci. We just need to help them put those neurons to use early and often!!

ANNOUNCER: Gov. Gary Locke of the State of Washington, the nation's first Chinese-American governor, for the International Education Institute.

LOCKE: [Walking down rows of books at library.] Education is the great equalizer -- whether you are Black or Hispanic, Asian, Native American or Caucasian. You may all face obstacles, but with a good education, you CAN succeed.

Knowledge is power. The key to accessing knowledge is reading. Only through reading can you unlock all the secrets held in the nation's academic institutions, in its great libraries … [Walking forward to a computer.] … or on computers and the Internet.

[Walking forward to a set of doors and closing them behind him.] For those who do not learn to read, the doors to success are frequently closed forever.

Most tragic of all is when young children enter school unprepared to succeed, become discouraged, and then stop trying. They frequently become disciplinary problems and then display increasing anti-social and self-destructive behaviors as adults. Most people in jail and in prison, most people on welfare and in dead-end minimum-wage jobs never learned how to read well as children.

Parents, make sure your children have the key to success. Make sure they learn how to read early and well.

Children who read, succeed!

ANNOUNCER VOICEOVER [video of governor signing bill, shaking another person's hand, and then moving forward to sit on front edge of desk]: Gov. Frank Keating led a massive reform movement in Oklahoma that achieved dramatic improvements in Oklahoma schools. Here is Gov. Keating for the International Education Institute.

GOV. KEATING: Nationally, only 55% of all third-graders read at grade level, and 25% of third-graders are already 1-2 years behind -- and will probably never catch up. Our state set a goal that 90% of all third-graders would learn to read at grade level.

[Video of young children in classroom. Zoom close and hold on one who is particularly mournful, tearful…?]

It is such a waste when children do not learn to read well. Many of these children begin to feel like failures. They are 10 times more likely to become discipline problems, and, ultimately, far more likely to end up in jail, on drugs, on welfare, or in minimum-wage, dead-end jobs.

Illiteracy costs America more than $1 trillion a year, but I'm much more concerned about the cost in the individual lives of children -- in their loss of potential, of a happy, successful life.

ANNOUNCER: Gov. Michael Leavitt of the State of Utah for the International Education Institute.

LEAVITT: [With mountain and Olympic footage blended in.] In person and via television, hundreds of millions of people came to our beautiful State of Utah to see athletes compete for the world's greatest athletic honors. These athletes dedicated years of preparation for a chance to win a few moments of glory.

Most of us will never achieve such athletic glory, but our children can achieve great success at whatever goal they pursue if they prepare adequately. In a world demanding greater and greater expertise and technical skill, we must pursue a whole new level of educational performance if we wish our children to succeed.

The most important key to our children's success in school and in life is simple. They must learn to read early and well.

Our schools must have higher expectations, accountability and innovation, but academic success has its roots in our individual homes.

If you don't read with your young children regularly and they go to kindergarten without knowing most of the alphabet and some of their letter sounds, your children are far more likely to read below grade level and to struggle in ALL subjects later on.

If they are significantly behind in reading in third grade, they are then ten times more likely to become a discipline problem, more likely to drop out of school, far less likely to ever go to college, and, ultimately, very likely to struggle financially throughout their lives.

Children who read, succeed.

ANNOUNCER: Gov. Dirk Kempthorne of the State of Idaho for the International Education Institute.

KEMPTHORNE: Before Sept. 11, 2001, most of our country was in a period of unprecedented prosperity and progress. But on that day, our lives were turned upside-down. [Blend in 9/11 footage of the collapsing twin towers.]

Since 9/11, when America was attacked by foreign barbarians, we have seen attention diverted from internal progress to internal security -- and necessarily so.

Thomas Paine's declaration during the American Revolution is appropriate today: "These are the times that try men's souls"...

But where is America's greatest strength? What is its greatest resource? The strength of America is found in our homes. Our greatest resource is our people.

Parents, don't divert your attention from the most important task of raising our next generation of patriots and professionals, educators and entrepreneurs, scientists and inventors.

Indeed, at a time when only 55% of our children can read at grade level, we must exert even greater effort to help our children learn to read early and well. Reading is the key to success in school and in life. Knowledge is power.

Parents, read with your young children 20 minutes every day. Prepare them to succeed in school, and prepare them to keep America the greatest nation on earth.

NARRATOR: Johnny Miller won 24 golf tournaments and was the tour's top money-winner in 1974. But after his first of six children was born in 1977, he gradually withdrew from the tour to spend more time with his young family.

Johnny Miller for the International Education Institute.

MILLER: Spending quality time with my children is important to me. Did you know that nearly half of what a child learns in his whole life he learns before he even starts kindergarten. If we fail to teach our children while they are young, they may struggle throughout their lives. For example, if you don't read to your children regularly and they go to kindergarten without knowing most of the alphabet and some of their letter sounds, your children are far more likely to read below grade level and to struggle in ALL subjects thereafter.

There is NOTHING more important than getting your children off to a good start [video of Johnny helping excited child make a successful putt].

ANNOUNCER: Howard Ruff, for the International Education Institute.

HOWARD RUFF: As editor of the Ruff Times financial newsletter, my advice has made millions of dollars for my readers. And here's some million-dollar advice to help your children be successful.

It's simple. They must learn to read early and well.

If you don't read with your young children regularly and they go to kindergarten without knowing most of the alphabet and some of their letter sounds, your children are far more likely to read below grade level and to struggle in ALL subjects later on.

If they are significantly behind in reading in third grade, they are then ten times more likely to become a discipline problem, more likely to drop out of school, far less likely to ever go to college, and, ultimately, very likely to struggle financially throughout their lives.

There is NOTHING more important than investing your time reading with your children!

VIDEO VOICEOVER: If he can hold on for a few more seconds, Rulon Gardner, the farm boy from Wyoming, will have pulled off one of the biggest upsets in Olympic history.

ANNOUNCER: Rulon Gardner, for the International Education Institute.

RULON: We all face our own Goliaths. Some are physical. Some are academic. To succeed requires commitment, effort and support. Parents, give your kids their best chance to succeed. Make sure they learn to read early and well. According to the U.S. Department of Education report, Becoming a Nation of Readers: "The single most important activity for building the knowledge required for eventual success in reading is reading aloud to children."

VIDEO VOICEOVER: This has been an incredible comeback by Lavell Edward's BYU Cougars, which trailed SMU by 20 points just 4 minutes ago. It all comes down to this last play. McMahon drops back. … He lets go a 41-yard Hail Mary pass into the end zone in the direction of All-American tight end Clay Brown. Brown caught it! He caught it! BYU has tied the game at 45 with 3 seconds left and can win it with the extra point! What an improbable comeback -- 20 points in 4 minutes, and the 21^st will win it! What an incredible game!

ANNOUNCER: Lavell Edwards for the International Education Institute.

LAVELL EDWARDS: My football teams were known for their spectacular passing attack. But in football, as in life, you can't do the spectacular until you're first grounded in the fundamentals.

In academics, the most fundamental skill is reading, and according to the U.S. Department of Education, the most important thing you can do for your young children is to read with them every day.

Help your children do spectacular things in life by helping them learn the fundamentals. Read with your child!

VIDEO VOICEOVER: Dave Krieg passes towards Largent. He's got it for a touchdown. Steve Largent has set another NFL record -- the first to EVER catch 100 touchdown passes!

ANNOUNCER: When Congressman Steve Largent of Oklahoma was in the NFL, he was not fast, and he was not tall. In fact, he was selected by Houston as a 4^th round draft pick and soon traded to the Seattle for a future 8^th round pick. But 14 years later when he retired, Steve Largent owned most NFL records for pass receiving, including most catches, most yards, and most touchdowns.

He was the epitome of hard work, intelligent play, and consistency.

Here's Steve Largent, for the International Education Institute.

STEVE LARGENT: To succeed in life requires consistency and extra effort. Parents, a government report concluded: "The single most important activity for … eventual success in reading is reading aloud to children."

You need to do this consistently. Some kindergartners enter school with over 1,000 hours of reading with their parents, while others arrive with fewer than 100 hours. In other words, already at least two years behind in pre-literacy training. And they typically struggle, two years behind their classmates as they proceed through school.

If you want your children to succeed in school and in life, remember: " Read with your child!"

ANNOUNCER: Author Stephen Covey, for the International Education Institute.

STEPHEN COVEY: In my book, "Seven Habits of Highly Successful People," I explain basic habits that can help you succeed in your career. But I've come up with another 7 habits that can make you successful parents of young children.

Habit 1: Every Sunday, read with your child.

Habit 2: Every Monday, read with your child.

Habit 3: Every Tuesday, read with your child.

And so on. Every day, seven days a week, read with your child.

If you read with your children every day, it will be an important bonding time for you. They will feel secure in your love. You will also be modeling an important behavior they will want to emulate. You will be teaching your children that letters have sounds and words have meaning, and you will be providing them with a great desire to unlock the code and discover the exciting world of reading for themselves.

And when they get to school, they can begin reading to you. There can be no stronger reinforcement of this essential skill.

Read with your children every day from birth, and your children will be successful in school and in life.

VIDEO VOICEOVER [after 4-5 seconds of video showing Ellen Ochoa working in outer space, in or outside the Space Shuttle]: Dr. Ellen Ochoa, an American Astronaut, for the International Education Institute.

ELLEN OCHOA: Education was very important to my mother. She started college when I was one year old and didn't graduate for 22 years because she was also busy raising her five children.

She was first concerned about us. She wanted to make sure I accomplished all I could in life. And with her help, I went as HIGH as I could go. [Video of world in background, with astronaut working outside the shuttle.] So far, I have blasted into outer space four times and logged over 40 days in space, traveling around the world more than 600 times and over 15 million miles.

But none of this would have been possible without my mother's support and sacrifice.

A government report concluded: "The single most important activity for … eventual success in reading is reading aloud to children. … especially during the preschool years."

Read with your child!

JFK VIDEO: "We choose to go to the moon! We choose to go to the moon in this decade and do other things -- not because they are easy, but because they are hard. … Because that challenge is one that we are willing to accept, one we are unwilling to postpone, and one which we intend to win."

ANNOUNCER: Many scientists thought Pres. Kennedy's goal was impractical, impossible to achieve. But achieve it we did. Now we have another kind of "moonshot" America must take. Here is American Astronaut Ellen Ochoa for the International Education Institute.

ELLEN OCHOA: Most problems in our society relate to poor achievement in school. The vast majority of prison inmates and juvenile delinquents, for example, are illiterate.

Reading is the key to success in academics and in life. Yet, nationally, only 55% of our third-graders can read up to grade level. Not because they are too stupid, but because we as parents, as schools and as a society have failed to provide them enough support.

It begins in the home, where parents need to start reading with their children as soon as they're born. They should read with them 20 minutes every day.

With family and community support, then schools can raise their goals. They cannot be satisfied with 55% reading at grade level when scientists agree 90% of the children are mentally capable of doing so.

Let's aim for the stars!

FOOTBALL VIDEO OF EXCITING SAYERS RUN WITH ANNOUNCER VOICEOVER: For football fans, Gale Sayer's football career was far too short. During his seven years in the NFL, shortened to just 68 games by two devastating knee injuries, Gale set numerous records and was voted All-Star Game MVP three times. After retiring, Gale was the youngest player ever to be elected to the Hall of Fame and has since made many significant contributions to academics, athletics, business, community and charities across the country.

Gale Sayers, for the International Education Institute.

GALE SAYERS: I'm grateful for my exciting though short career in the NFL. But, I'm more grateful for my academic success. Education has allowed me to continue making valuable contributions to our society long after my NFL career ended.

Parents, to help your children succeed, make sure they learn to read early and well.

A government report concluded: "The single most important activity for … eventual success in reading is reading aloud to children. … especially during the preschool years."

Read with your child! If your children are now older, volunteer to tutor other children who are struggling academically.

ANNOUNCER VOICEOVER [video of Karl making an exciting, athletic play for the Utah Jazz or, better still, the Dream Team Olympians]: All-Star Forward Karl Malone has scored more points in the NBA than Michael Jordan or Wilt Chamberlain, and is now closing in on all-time leader Kareem Abdul-Jabbar. He also owns a car dealership and enjoys driving 18-wheel tractor-trailers. Here's Karl Malone for the International Education Institute.

KARL MALONE [in front of an 18-wheeler?]: I think I would have been happy driving truck for a living, but I would not have been fulfilling my potential. Far too many children are not reaching their potential, either, because they have not learned to read well.

Nationally, only 55% of all third-graders read at grade level, and 25% of third-graders are already 1-2 years behind -- and will probably never catch up.

Many of these children will begin to feel like failures, are 10 times more likely to become discipline problems, and ultimately more likely to end up in jail, on drugs, on welfare, or in minimum-wage, dead-end jobs.

Parents, contact the International Education Institute for a free curriculum to help your young children ages 0-9 to become good readers.