Scottish Government
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Supporting children’s literacy and numeracy

New ad helping parents to ‘Help Them Shine’.

Parents and families have a key role to play in helping their children to read, write and count well.

A TV and supermarket-based advertising campaign began yesterday to encourage and help parents to support their children’s learning beyond the classroom.

Launched under the Scottish Government’s ‘Read, Write, Count’ early numeracy and literacy campaign, the new ‘Help Them Shine’ adverts are the latest initiative to help raise educational achievement while closing the attainment gap between the least and most disadvantaged children.

The new adverts feature light-bulb imagery to highlight how children can learn and develop their abilities away from formal settings of primary classes – at home and when out with their family, for example while helping with supermarket shopping.

Cabinet Secretary for Education and Lifelong Learning Angela Constance said yesterday:

“We are determined to help parents and carers to give their child the best start in life. That’s why we are expanding early learning and childcare, funding a range of local family support projects and delivering the PlayTalkRead campaign to help new parents and carers during their child’s early years.

“Read, Write, Count aims to support families at the next stage, as their children start primary school, because we know that learning doesn’t stop at the school gates. I want to make it easier for parents to be involved in their child’s learning – not only in their school education but through a range of experiences.

“The new TV adverts offer tips and advice about fun and interesting ways to boost counting and reading skills in a variety of every-day scenarios. By doing so, we can help our children to be happy, more confident and to get every chance to achieve their own ambitions for life and learning.”

Notes To Editors

The ‘Help Them Shine’ advertising campaign was developed in consultation with parents in Glasgow, Dundee and Fife. It features a 30-second TV advert that will run for 5 weeks, and outdoor advertising on large poster sites and trolleys across 36 ASDA stores across Scotland that will run for four weeks. The advert can be viewed here:

For more information and resources on Read, Write, Count, visit


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