New York, NY (December 4, 2003)—The Urban League, in partnership with State Farm?, will join the Tom Joyner Sky Show Friday, Dec.5, from 6 a.m. to 10 a.m., at the Miami Arena, as part of the organization\\\'s Achievement Matters II Campaign to promote reading and literacy.

The popular Sky Shows are live mini concerts that attract thousands of listeners and are broadcast nationally from various cities across the country. In addition to the Miami Sky Show, the League and State Farm participated in Tom Joyner Sky Shows in Indianapolis and Atlanta with participation planned for seven more Sky Shows and two Doug Banks\\\' Jam Sessions in 2004.

"Tom Joyner\\\'s Sky Show is a perfect vehicle for increasing the African-American community\\\'s awareness of the importance of early literacy and academic achievement in preparing our children for a successful future," said Marc H. Morial, president and CEO, National Urban League. "Only through increased awareness and active community mobilization will the existing academic achievement gaps between black, Latino and white students be eliminated."

The 2003 National Assessment of Educational Progress report released last month shows that only 13% of African-American fourth graders read at or above proficient level compared with 41% of white and 38% of Asian fourth graders. Hispanic students scored slightly higher than black students. Studies have shown that children who cannot read on grade level by grade four, are at increased risk of academic failure.

The Sky Show events feature Urban League/State Farm booths promoting the importance of reading and early literacy, including free giveaways of the National Urban League\\\'s Read and Rise Parenting Guide, along with other materials. The Read and Rise Parenting Guide offers parents practical age-appropriate tips and fun activities to help their children become good readers and is part of a joint initiative between the League, Scholastic and State Farm to provide parents and families with the necessary tools to help their children gain early literacy and begin to bridge the achievement gap. Over 750,000 free copies of the guide have been distributed to date.

Representatives from the Urban League of Greater Miami and State Farm will be on site at the event to meet concert attendees and speak with them about the importance of early literacy.!

In addition to the Tom Joyner Sky Shows and the Doug Banks\\\' Jam Sessions, earlier this year the League launched a 13-week national radio campaign entitled, "Achievement Matters: Read!" that ran from June 30 through September 28 on Urban top-rated urban radio stations nationwide including many of the Tom Joyner Morning Show and Doug Banks Morning Show station affiliates. The 60-second radio ad commercial encouraged parents and caring adults to build reading and literacy skills among their children. The commercial also encouraged listeners to obtain copies of the Read and Rise Parenting Guide by contacting their local affiliates or downloading a copy from the League website by visiting: www.nul.org/readandrise .

Parents and caring adults can also obtain copies of the League\\\'s Read and Rise Magazine by contacting their local Urban League affiliate. Read and Rise Magazine, also a joint partnership of the League, Scholastic and State Farm, is a new early literacy publication that encourages African-American parents and caregivers to introduce young children to books and help them develop a lifelong love of reading. Over 100,000 copies of the child-friendly, culturally-enriched magazine will be distributed free four times a year as a unique resource for families who want to encourage their children to become enthusiastic readers.

Achievement Matters II is a component of the Campaign for African-American Achievement (CAAA), a community mobilization and advocacy initiative created to raise awareness and promote the understanding that achievement matters.

Enacted throughout local Urban League offices nationwide, the Campaign seeks to counter anti-achievement messages young people receive and to ensure that educators and policymakers provide quality education, youth development opportunities and adequate support to our young people. More information about The Campaign for African American Achievement is available on the National Urban League Web site at www.nul.org.