Read this so someone else might get the chance to learn how A new campaign is spreading the word: Four out of 10 adults in Jersey are illiterate Thursday, October 12, 2006 • BY REGINALD ROBERTS • Star-Ledger Staff In New Jersey, the wealthiest state in the nation, four out of 10 adults can't read well enough to fill out a job application. Rita Lindsay-Sonatore found those statistics by the National Institute for Literacy so sobering that it was a no-brainer that her adver tising agency, Zero-to-Sixty, get involved. "I have to admit my first reaction was shock," said the creative supervisor for the Madison Avenue firm that also has an office in Flor ham Park. "Are these numbers real?" she asked. "One out of five people can't read a newspaper?" New Jersey Reads, a foundation created four years ago to increase literacy throughout the state, launched a public service campaign yesterday to increase awareness of what it says is a "literacy crisis." Penni Wild, executive director of NJ Reads, said there are at least 200 literacy organizations in the state. But they also suffer from the same problem, not enough funding and not enough trained volunteers. Of the 2 million illiterate people in New Jersey, many find their way to literacy programs, she said. But she said they are simply added to waiting lists because there are not enough resources to help them. Wild said the campaign is aimed at increasing literacy awareness and donations from individuals and corporations. Supporters of the foundation gathered in the Centennial Room of the Newark Public Library to preview media spots that will be the backbone of the "Change a Life through Literacy" campaign. "The right dosage could help her back to sleep," says Randal Pinkett in a voice over. "The wrong dosage could put her in the hospital. One out of five New Jersey adults isn't able to read a newspaper, let alone the warnings and directions on a medicine bottle." This is one of several 30-second spots that will begin running on television and radio stations throughout the state in the coming weeks, said Vince Baglivo, senior vice president for Zero-to-Sixty. The public service announcements were created by Zero-to- Sixty and feature Pinkett, winner of season four of the television reality show, "The Apprentice," and co- founder of Newark-based consulting firm, BCT Partners. "When we talk about literacy, it's ubiquitous to those who have it," said Pinkett, who is campaign spokesman. "It's not an issue that pops up on the radar screen." But the statistics show that there is a literacy crisis, he said. "I hope the PSAs can start a fire in people to see that there is a crisis and to raise awareness and inspire people to play an active role in giv ing donations." Dennis Bone, president of Verizon New Jersey and chairman of NJ Reads, said his company has long recognized the need for increased literacy. The company provided the seed money for the creation of New Jersey Reads and invites its customers to become involved in the literacy campaign by donating $1 a month beyond their bill to the foundation. In addition to other corporate sponsors like McCarter and English, the New Jersey Education Association and Prudential, New Jersey Reads added another sponsor, the Geraldine R. Dodge Foundation. David Grant, president and chief executive officer of the foundation, presented NJ Reads with a $40,000 donation. "When literacy is championed, I believe not only are individual lives are enhanced, but the civic commons are raised," he said. Vladilen Gimplievich of East Windsor, who immigrated from Ukraine eight years ago, was presented as an example of how literacy can improve one's life. Bone said the Russian-speaking engineer should have been pushing the envelope, instead of stuffing them. "My English was zero," Gimplie vich said. "I couldn't speak or write in English." He was mentored by June Vogel, a member of the Volunteers of Mercer County. "She was extremely patient." After repeating the phrase "what time is it?" countless times, the immigrant finally learned to speak English, along with his wife. Both are gain fully employed. Vogel said her program had 350 active students and 200 volunteers. But another 150 students can't be accommodated because there's no money to train enough volunteers, she said. "We can't afford to do everything." For further information log onto to newjerseyreads.org. © 2006 The Star-Ledger. Used by NJ.com with permission.