A number of studies have shown that children who learn to read before they start school have a better chance of succeeding in school. Unfortunately, not all children have access to the books they need to improve much-needed reading skills.

        General Mills and Cheerios cereal recently launched a nationwide literacy campaign to encourage children to read. One part of the initiative includes cereal box offers for classic children's books, monetary support for national literacy initiatives and a variety of resources to help families make reading a priority.

        The cereal box promotion allows families to order books by sending two proofs of purchase and $1.25 for shipping and handling. For each book ordered, Cheerios will donate 15 cents to the children's literacy organization Reading is Fundamental.

        Books include Frederick by Leo Lionni, Nate the Great by Marjorie Weinman Sharmat and Tales of a Fourth Grade Nothing by Judy Blume, who helped kick off the initiative.

        “It's absolutely critical that children discover the joys of reading early on,” Ms. Blume says, “and be given the opportunity to enjoy books every day.”

        The company also has a Web site, www.cheerios.com, which includes a childhood literacy section for parents on how to read to children at different ages.

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