Since 2006 SIKJM runs a professional training to develop additional competencies for the use of media with children (age 0 to 6).
Participators are taught to encourage and guide caregivers in play groups, kindergartens, nursery schools, libraries and parenting centres in how to create and preserve a literacy-friendly environment. In addition, children receive a variety of incentives to encourage literacy from as young in age as possible. Some of the trained Reading Promoters have organised themselves into a society named Leseanimatorinnen Switzerland LesaS (Reading Promoters Switzerland) and offer reading promotion in different regions.
This project is run by The Swiss Institute for Children’s and Youth Media (SIKJM) (Switzerland).