Writers, intellectuals, sportsmen and opinion leaders participate in the reading promotive program "Mexico a leer", which is part of the campaign "Diviertete Leyendo", organized by the Ministry of Education and some private organizations (including foundations and editorials). This campaign, started in January 2011, aims to change Mexicans' reading habits. The program "Mexico a leer" is performed in various public squares where collective readings are held. Moreover awards are offered to people who promote reading. Its website provides access to resources, applications and activities.