The initiative, which aims to provide a bag of books to every baby born in the UK, is to be extended over the next three years with around £5m extra funding from the Government.
The charity has hired its first PR agency, Trimedia, to raise its profile and to ensure every new family in Britain knows it is eligible for a free book bag.
Tabloids, parenting publications, women’s and men’s lifestyle magazines and literary professional book press will be targeted about the scheme to encourage bedtime reading habits, particularly among lower-income parents.
The charity is also looking for sponsors for its John Llewellyn Rhys Prize, given to writers under 35. It wants to hear from brands interested in reaching young professionals.
It is also planning to target teenagers about the Booktrust Teenage Prize and National Children’s Book Week in a bid to persuade them to continue reading as they start to have to buy books for themselves.
‘Reading is something people should make time for – it’s not something to do when you’ve got nothing else to do,’ said Booktrust director Chris Meade.