For example in 2004 Toyota took a literacy initiative for children in elementary school. In order to get Toyota's message out to students, parents, teachers, and the general public Toyota partnered with TIME For Kids magazine to create a sponsored program for 5th, 6th and 7th grade students. The program consisted of a student magazine, a teacher's guide that had a poster printed on the back of it, a sweepstakes and a set of student bookmarks. The program gave students a reading list and encouraged them to complete the list by a certain date. All students who completed the list would get their teacher's signature on an entry form and mailed it in for the chance to win a Toyota vehicle.