Today, Disney announced that it will donate its 50 millionth book to First Book, a nonprofit that provides new books to educators and organizations serving children from low-income families. To celebrate this milestone, Disney and ABC are inviting fans to join the fourth annual “Magic of Storytelling” campaign through a number of activations between now and March 31, 2016, including the first annual Disney Reads Day on February 6, 2016.
The Magic of Storytelling campaign is a collaboration between Disney Publishing Worldwide and Disney|ABC Television Group to help First Book put brand new books into the hands of children in communities nationwide. The campaign features a public service announcement, special events, an extensive media campaign, social media activations and a 50-State online challenge.
The public service announcement is themed to The BFG and narrated by Steven Speilberg who is directing the film adaptation of the Roald Dahl classic.
The inaugural Disney Reads Day on February 6 will kick off four weeks of events and special promotions at participating retailers and other organizations, including story time events at Disney Store’s 180 U.S. locations, to raise awareness of the importance of reading.
People are encouraged to participate and share the magic of storytelling through a number of ways:
- In-Store Events: Guests are invited to celebrate Disney Reads Day at Disney Store locations and other select retailers nationwide. Participating locations will feature family-friendly events and activities, including story time. A full list of all Disney Store locations and participating retailers is available at FirstBook.org/BeInspired.
- Book Donation: For each eligible book guests purchase at a Disney Store or other participating locations on February 6, 2016, a book will be donated to an organization in the region where the purchase was made, up to 250,000 books. A full list of all Disney Store locations and participating retailers is available at FirstBook.org/BeInspired.
- Social Media: People can also participate by posting a “shelfie” – a selfie with a favorite book or in front of a bookshelf. For each shelfie posted to Twitter or Instagram using the hashtag #MagicOfStorytelling, First Book will direct a book donated by Disney to an organization in need, up to 500,000 books.
- Digital Activation: Through March 31, 2016, consumers can visit FirstBook.org/BeInspired to vote online in the “50-State Challenge” to win a donation of books for kids in need in their state.
To learn more about the Magic of Storytelling campaign and Disney Reads Day, please visit Firstbook.org/BeInspired.