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More than half of all Colorado third-graders are not reading at grade level. And roughly 16% of kindergartners through third-graders have been identified with a significant reading deficiency that can further delay their ability to learn how to read.

Because of this, Cactus partnered with the Colorado Department of Education to increase awareness of the importance of early literacy.

This campaign includes social media, digital video, broadcast television advertising and a website at ReadWithMe.Today that provides parents with tips and resources to support their children’s reading progress.