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"Don't Read" is the tagline for downloadable audio content firm Audible's new interactive campaign, which is a take-off on the "Read" 1980s-era public service announcement posters from the American Library Association, writes ClickZ. The multichannel campaign is created by Omnicom's Agency.com and is intended to promote Audible's redesigned website and raise awareness of the Audible brand. "Don't Read" ads will attempt to target those who listen to audio books on iPods, who drive for long periods ( truckers, commuters), and exercise in gyms.

The ads and new dontread.org (and listeningsaves.org) microsites feature a professor, a nun, a policeman, a doctor and a superhero who tout the "Don't Read" message. A digital audio player is built into the ad to allow users to listen to 28 audio clips directly from the unit.

The campaign also includes a viral element, with users able to forward audio clips by email or SMS text message.