By: E&P Staff
The Newspaper Association of America is turning to two popular cartoon characters to promote newspaper literacy to children, young adults and their parents. Scooby-Doo and Shaggy, the lovable dog and his space cake pal, are featured in the NAA’s latest ad, timed with the movie release of “Scooby-Doo 2: Monsters Unleashed” on March 26.
The cartoon characters were chosen for their mass appeal. “The Scooby-Doo characters are well known not just to kids but to their parents, many of whom grew up watching the cartoon show,” said John Kimball, senior vice president and chief marketing officer of the NAA in a statement.
The ads show Scooby-Doo and frightened Shaggy reading the pages of the “The Mystery Times.” Lime green ghosts and ghouls hover above their heads. The copy reads: “It’s no mystery where we get our clues! They’re all in the newspaper. We wouldn’t have a ghost of a chance without it. Pick one up and help solve the most monstrous of mysteries.”
The NAA is making the ad available, free of charge, on its Web site for member and non-member papers. The organization has used other popular cartoon characters from books, TV shows and movies in its drive towards newspaper literacy including, “Peter Pan,” “Finding Nemo” and “Sesame Street.”