Look Like Me Book Challenge C.I.C. is a non-profit organisation that aids young people between the ages of seven and 18 across the UK with their literacy, creative writing, storytelling, peer-to-peer mentoring and social skills, as well as teaching them about the role diversity plays in the publishing industry.
As part of the collaboration, Clear Channel is donating advertising space across their digital screens nationwide to help raise awareness of the C.I.C.’s mission and amplify diverse children’s literature. This will see a series of Out of Home campaigns displayed throughout 2024, that align with key calendar moments such as World Book Day, Children’s Book Week and Black History Month.
The initiative aims to bring attention to the lack of diverse main characters in children's literature, challenging the current statistics that reveal only 10 per cent of children's books feature characters from diverse backgrounds, despite 34.5 per cent of UK schoolchildren coming from multicultural backgrounds.*
“Within our community, it is our responsibility to cultivate and illuminate young diverse voices in UK literature and amplify their lived experiences when telling their cultural legacy stories. Our young people are delighted at this partnership which will raise their voices and celebrate more people who look like them too." Winsome Duncan, CEO
Highlighting its commitment as a Platform for Good, Clear Channel stands with the Look Like Me Book Challenge C.I.C. on this journey to reshape children's literature, making it more inclusive for generations to come.
Further championing the initiative, members of Clear Channel’s Working Parents Crew and Culture Crew will be hosting readings for children at their head office in London as well as online.
Liz Quach, senior research and insight manager and co-captain of Culture Crew (ERG), states, “At Clear Channel, we've been actively promoting diversity and inclusion. Our Culture Crew is thrilled to spearhead this partnership, recognising the need for diverse representation in children’s literature. Leveraging our medium as a Platform for Good, we aim to support this important cause.”
*(Source: Reflecting Realities Report, C.L.P.E.).
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