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 is now recognized as a benchmark of excellence in business communication.

The hour-long Read-Along sessions has received an award of excellence this year from the Philippine Quill, the country’s most prestigious award-giving body for business communicators.

From more than 200 entries this year, the International Association of Business Communicators (IABC) Philippines, which gives out the Quill Awards, chose 32 recipients of excellence awards. The Philippine Daily Inquirer is the only newspaper company to win an excellence award.

The Inquirer Read-Along won in the economic, social and environmental development category.

“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,” says the IABC Philippines during the program and ceremonies held Friday at the Hyatt Hotel and Casino in Manila.

Simple, low-cost

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 says.

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,” she adds.

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 learned about the sessions through articles written by Inquirer reporters and researchers.

Celebrities, role models

The hour-long sessions, held 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 one with Junior Inquirer readers who share reading tips with participants.

So far, the sessions have assembled more than 50 celebrities and personalities 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.

The sessions—all festive and open to the public—are held at the Inquirer building in Makati City. To reach out to more children, some sessions were held in malls and schools in Metro Manila and even Baguio City.

Reading is cool

In his presentation during the Philippine Quill awarding Friday night, Inquirer Libre editor in chief Chito Dela Vega says the sessions aspire to put across three 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 that night.

In spreading passion for reading, the sessions also promote values through the stories, such as respect for elders and love for the environment.

The project is backed by solid research: It answers the need to arrest declining readership, especially since reading is in the heart of learning.

Dela Vega stresses the importance of bringing back the love of reading among children, especially since reading competes with a growing number of leisure options, like online gaming and television.

Generalao says: “There is a need for more Filipinos to read, and more Filipinos who love to read.”

Sweet challenges

Just like other projects, Inquirer Read-Along has its own challenges: How to accommodate requests for sessions to be held in remote towns and schools.

In just a little over a year, the “simple, low-cost” idea has grown.

In partnership with the Ramon Magsaysay Foundation, the sessions are now aired over radio station dzFE. The Inquirer has also started training its employees as hosts, storytellers and coordinators.

On Nov. 22, four simultaneous sessions will be held in Baguio, Legazpi, Bacolod and Davao, organized by the Inquirer bureaus.

Generalao says they are expanding the project and will 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 just 15 children in the first session, attendance per session has ballooned to about a hundred—not including regulars.

Students who joined the sessions have rediscovered their love for reading and are inspired by their newfound role models.

The sessions have stirred the hearts of the storytellers as well. To their surprise, some celebrities have found reading to children fun and fulfilling. Many are touched by the enthusiasm of the audience.

Teachers in far-flung areas have also overcome geographic boundaries by starting their own mini-versions of the read-along sessions.

This month, Inquirer Read-Along has lined up several activities. There will be a book sale on Nov. 13-15 at the Inquirer building in Makati City to promote books as Christmas presents. Inquirer will also hold a special session on Nov. 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 should contact Ellen Caparros or Girlie Refran at 8978808, local 329 because slots are on a first-come, first-served basis.