Philip Schofield has shared what he calls a 'brilliantly simple and free' idea that can help children learn to read.
Stephen Fry, Sandi Toksvig Sir Lenny Henry, Rachel Riley, Sanjeev Bhaskar and Sally Hawkins are among the celebrities to endorse the idea - which sees the TV help teach kids how to read.
On Twitter, This Morning presenter Philip shared a video and said: "Turning on the subtitles for children is such a brilliantly simple idea to help with their reading."
Sir Lenny said: "Just turn on the subtitles. Extraordinary. Research has shown they can double the chances of a child becoming good at reading."
The Turn on the Subtitles campaign says: "Turning on the subtitles while children are watching television can double the chances of a child becoming good at reading.
"It’s so brilliantly simple and can help children’s literacy so much that we want to shout it from the rooftops!#
"There’s extensive global research that shows just how effective this is and with the help of our wonderful partners – including charities, companies and famous ambassadors – it’s our mission to share the results in this simple message.
"So now, along with our friends at a number of leading charities and universities, we’re encouraging broadcasters, policymakers and parents to Turn on the Subtitles."
The campaign says subtitles should be turned on for all programmes aimed at children aged between six and 10.
