MANILA, Philippines -- For spreading passion for reading to more than 4,000 children in just over a year through teamwork and volunteerism within the news organization, the Inquirer Read-Along project has been recognized as a benchmark of excellence in business communication.
The hour-long Read-Along sessions received the Philippine Quill, an award of excellence in corporate and business communication, from the International Association of Business Communicators (IABC) Philippines.
The Inquirer Read-Along program was one of 32 recipients of the award this year. They were picked from a field of 200 entries. The Philippine Daily Inquirer was the only newspaper company to win an excellence award this year.
The Inquirer Read-Along won in the economic, social and environmental development category.
The awards, which recognize excellent business communication practices, were given this year against a backdrop of the global financial slump.
"The 2008 Philippine Quill Awards shows us what Filipino communication professionals have been doing the past year when the global downturn began to take effect," the IABC Philippines said during the program.
Launched in May 2007, the Inquirer Read-Along began as a "simple, low-cost" idea aimed at encouraging public use of the Inquirer Library, research head Minerva Generalao said.
The idea was first called "reading sessions" and was targeted at school children "because we wanted to start the habit of reading while they are still young," Generalao added.
But how do you make reading fun for children?
Inquirer editor-in-chief Letty Jimenez Magsanoc renamed the project "Inquirer Read-Along" and suggested that celebrities and role models be invited to read stories to participating pupils.
Read-Along became a partnership between different departments in the company. The research department worked with Junior Inquirer. Soon, employees from other departments also volunteered to help in the sessions. Newspaper readers got to know about the sessions through the articles of Inquirer reporters and researchers.
The hour-long sessions, done twice a month, are usually divided into three parts: a read-along with a celebrity or role model, another session with a trained storyteller, and a third session with Junior Inquirer readers who share reading tips with participating pupils.
So far, the sessions have brought together more than 50 celebrities and role models from television, sports, music, politics and the academe, including US Ambassador Kristie Kenney, actor Dingdong Dantes, comedian Michael V., broadcaster Karen Davila and singer Ogie Alcasid -- who all offered their time for free.
There are no attendance fees. Most of the sessions are held at the Inquirer building in Makati City and organizers make sure each session is festive. But to reach out to more children, some sessions have been held in places as far away as Baguio City.
In his presentation during the Philippine Quill awarding on Friday night at the Hyatt Hotel and Casino, Inquirer Libre editor-in-chief Chito Dela Vega said the sessions aim to put across these simple messages: "Reading is fun. Reading is cool. Reading is in."
Inquirer publisher Isagani Yambot, Read-Along resident host Ruth Navarra and Generalao accepted the award on Friday night.
In spreading passion for reading, the sessions also promote other important values through the stories being read, such as respect for elders and love of nature.
The project is backed up with solid research: It answers the need to arrest declining readership, especially since reading is at the heart of learning.
Dela Vega stressed the importance of bringing back the love of reading among children, especially because reading now competes with a growing number of leisure options, like online gaming and television.
Generalao said: "There is a need not only for more Filipinos who could read, but also for more Filipinos who actually love to read."
Just like other projects, Inquirer Read-Along has its own challenges, but this is one that is sweet rather than difficult: How to accommodate all requests for sessions to be held in their towns and schools.
In just one year, the "simple, low-cost" idea had to expand.
In partnership with the Ramon Magsaysay Foundation, read-along sessions can now be heard over the radio, via dzFE. The Inquirer has also started training its employees as hosts, storytellers and coordinators.
On November 22, four simultaneous sessions will be held in Baguio, Legazpi, Bacolod and Davao, to be organized by the Inquirer bureaus.
Generalao said they are also expanding the project to start training mothers, fathers and teachers as storytellers. In Marikina City, a program to train mothers has begun.
The response is just overwhelming and inspiring. From an initial audience of just 15 children in the first session, attendance per session has ballooned to about a hundred -- not counting those who attend regularly.
Students who have joined the sessions not only rediscovered their love for reading, but were also inspired to follow the footsteps of their newfound role-models.
But the sessions touch the hearts of the storytellers as well. Some celebrities found reading to children fun and fulfilling. Many are also touched by the enthusiasm of the children.
Teachers in far-flung areas have also overcome geographic boundaries by starting their own mini-versions of Read-Along.
Inquirer Read-Along lined up several activities this month, aside from the simultaneous sessions on November 22:
There will be a book sale on November 13-15 at the Inquirer Building in Makati City to promote books as perfect Christmas presents.
Inquirer will hold a special session on November 14 for students of the Golden Harvest Institute of Learning in Pampanga with reporter Jiggy Manicad and television host Miriam Quiambao as storytellers.
The following day, the regular session at the Inquirer office will feature television host Tintin Bersola and Sophia School teachers as storytellers.
Interested participants are advised to contact Ellen Caparros or Girlie Refran at 8978808, local 329 because slots are on a first-come, first-served basis.
