Up to one-quarter of adult British Columbians have such low literacy skills that they have trouble with simple reading tasks, says a literacy advocacy spokesperson.

People with poor literacy struggle with activities like filling out a job application, reading directions to get somewhere, understanding prescription directions, or reading a notice from a child's teacher.

The Literacy Matters Association Abbotsford wants to change that with a number of programs for adults with poor reading skills.

It's launching a two-week community literacy challenge called Read What You Love, from Feb. 1 to Feb. 14, to encourage all adults to read 20 minutes a day.

Readers can pick up passports in which to record their daily reading times, then submit their completed passports into a draw to win book prizes or a gift certificate from The Book Man.

The big kick-off takes place at Fire Hall No. 1 at 32270 George Ferguson Way in Abbotsford with firefighters and Abbotsford Kiwanis serving a pancake breakfast on Jan. 28, from 9 a.m. to 11 a.m.

Then from 11 a.m. to 2 p.m. the same day, the Clearbrook Library and The Reach Gallery Museum co-host a Family Literacy Day with sponsorship by Prospera Credit Union.

There will be more than 25 booths at both venues that have information for kids to seniors to promote all things literacy based. Free entertainment and fun activities will be on through the day, plus pizza, samosas and some grand prizes.

Reading passports can be picked up for free at all Abbotsford libraries, Matsqui and Abbotsford recreation centres, and Central Abbotsford Community School, Abbotsford Community Services, at The Reach and at the www. earlyyears.com website.

Illiteracy can eat away at a person's self-esteem and confidence, and hold them back from get-ting jobs or promotions, said Sharon Crowley, a literacy outreach coordinator with LMAA.

"I think it really affects their ability to try new things, to put themselves forward. So we better be ready with the right support," she said.

"We've worked with local groups to identify what resources there are in the community, what gaps there are and what we can do to fill those gaps."

The LMAA has started a reading circle at Firth House, a women's transition residence in Abbotsford.

The association is also working with the Abbotsford School District to create a library at the Aboriginal Education Centre, and a reading program that will include a reading buddy system for students and adult literacy and computer training.

The province pitches in annually with funding through the Community Adult Literacy Program, which is providing $92,797 for local programs in 2012.

Literacy Matters Abbotsford is looking for volunteers to help with the Love What You Read campaign and as tutors.

It's also looking for five gently used copies of the novel, The Help, for the Firth House reading circle.

? If you can help, e-mail Crowley at literacymattersabbotsford@gmail. com.

CToth@abbotsfordtimes.com