09/15/2014 09:04 am ET Updated Sep 15, 2014

Dramatic British PSA Will Make You Want To Go Home And Read To Your Child

A new PSA from Save the Children U.K. makes illiteracy look really, really scary.

The video -- which is part of the organization's campaign to promote reading -- features a young boy, named Jack, whose father dreams about the chain of events that would occur if he were to deny reading to his son in order to watch television: Jack would fail in school, he would be constantly bullied and would have trouble holding down a job or relationship. In the dream, grown-up Jack can't even perform karaoke or get a properly-spelled tattoo. Jack's dad wakes up, and chooses to read to his son.

According to the organization, Jack's possible story could be a reality for a number of kids in the United Kingdom, where "too many children leave primary school every year without being a confident reader." To fix this problem, the organization urges parents and guardians to read with their kids at least 10 minutes a day.

The moral of the story? If given a choice between watching television and reading to your child, definitely pick up a book, as much as you can.

(Hat tip, Adweek.)



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