10/09/2011 22:24 BST | Updated 22/05/2015 10:12 BST

Freddie Flintoff Launches Campaign To Get Dads Reading With Their Kids

Cricketer Andrew Freddie Flintoff reading

Cricketer Freddie Flintoff is fronting a campaign to encourage dads to read more with their kids, after shocking figures from The National Literacy Trust showed that one in six people in Britain cannot read or write to the level of an 11-year-old.

Website is launching the nationwide drive which it hopes will encourage children to turn to books rather than computers, as research reveals one in six children are failing to read at all, preferring to text, email or spend time social networking.

The National Literacy Trust also discovered 62 of dad actually do read to their children.

Dads can help combat this by registering at to receive a free copy of Meet Wenlock and Mandeville, the official story of the London 2012 Olympic mascots, adapted by former Children's Laureate Michael Morpurgo.

Andrew 'Freddie' Flintoff said he hopes the initiative will encourage more dads to read with their youngsters. He said: "Helping parents and kids doesn't have to involve huge schemes - it can be the simplest things that make the biggest difference. As a dad I try to read with my kids every day and I hope we can encourage as many dads as possible to do the same". Freddie and his wife Rachael have three children - Holly, seven, and sons Corey, five, and Rocky, three. editor, Ed Owen, said, "While we certainly never want to be preachy about fatherhood, reading books to your children, regardless of their age, is such a beneficial thing; inspiring them and helping them to get ahead in life. We're thrilled that Freddie is helping us spread that message."

Are you a dad who reads regularly with your children? Is reading with your kids important to you?