This week a Norwich FC player will hopefully follow the lead of a High Court judge, a policeman, a fireman, a postman and a host of other parents and grandparents in reading to the children at one of Kid Ease nurseries.
The six-setting chain, with four nurseries in Kent, one in Norwich and one in Hornchurch, Essex, is a month into a major push to encourage parents to read more at home with their children.
The campaign was inspired amid staff unease about the extent to which TV and DVDs seemed to be replacing books and bedtime stories nowadays, and although it was originally mapped out before the nurseries knew of the National Year of Reading, the chain is now incorporating the national campaign resources into its own scheme.
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