The benefits of reading to babies is the subject of a new campaign through Bartle Bogle Hegarty for BBC Education. Each of the three promotional films opens on a parent sharing a book with a baby in a different situation – in a cot; in a baby bouncer; and on a sofa. When the baby is left on its own, it transforms into Adrian Edmondson who talks excitedly about what he has learned. The films, which end with the line: ‘Books build brighter babies’, will run for three weeks from Saturday (October 24) on BBC1 and BBC2 as part of the National Year of Reading. They invite parents to telephone for a free guidance pack on sharing books with babies.