Since 2003, The Tolkien Society has organized Tolkien Reading Day, which takes place on 25 March in schools around the world. In 2013, Pembroke College, Oxford University established an annual lecture on fantasy literature in Tolkien's honour. In 2012, Tolkien was among the British cultural icons selected by artist Sir Peter Blake to appear in a new version of his most famous artwork—the Beatles' "Sgt. Pepper's Lonely Hearts Club Band" album cover—to celebrate the British cultural figures of his life that he most admired.