Under the Education Data for Decision Making (EdData II) task order titled “Measurement and Research Support to Education Strategy Goal 1,” RTI International implemented a three-month SBCC campaign in the Senegalese communities of Kaolack and Rufisque. This campaign included radio broadcasts, community meetings, community-theater, and posters reinforcing a common set of messages regarding what parents and family members could do to help their children learn to read. The objectives of the campaign were to enhance families’ perception of the value of reading, promote children’s reading and literacy as a pleasure and a shared responsibility, and strengthen parents’ confidence in their ability to improve their children’s success in reading. The campaign also helped overcome a lack of reading materials in the community by providing stocks of books that children and families could borrow.