Disney Campaign Touts Reading

Series of events and other activations will support the non-profit First Book.

Disney and ABC will kick off the fourth annual Magic of Storytelling campaign with a number of activities between now and March 31, including the first-ever Disney Reads Day Feb. 6.

The campaign is a collaboration between Disney Publishing Worldwide and Disney/ABC Television Group to help the non-profit group First Book put new books into the hands of low-income children nationwide.

This year's campaign will feature a public service announcement from Steven Spielberg, events, an extensive media campaign, social media activations and a 50-State online challenge.

“Storytelling is at the heart of everything we do,” says Leslie Ferraro, co-chair, Disney Consumer Products and Interactive Media and president, Disney Consumer Products. “Great stories change lives, unleash imaginations and foster creativity. We are incredibly proud of our ongoing, long-standing partnership with First Book and the work they have done to bring books to kids in need, and we look forward to sharing the Magic of Storytelling and Disney Reads Day with families and fans.”

The inaugural Disney Reads Day on Feb. 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.

The PSA voiced by Steven Spielberg, director of The Walt Disney Studios' upcoming film adaptation of the book The BFG, will celebrate storytelling and underscore the importance of reading, Additionally, each local ABC-owned station will donate 5,000 books to their local communities through schools and organizations in their respective markets.

Other activations will include:

Book donations: For each eligible book consumers purchase at a Disney Store or other participating locations on Feb. 6, a book will be donated to an organization in the region, up to 250,000 books. 

Social media: For each “shelfie”–a selfie with a favorite book or in front of a bookshelf–posted to Twitter or Instagram, First Book will direct a book donated by Disney to an organization in need, up to 500,000 books.

Digital activation: Through March 31, consumers can visit FirstBook.org/BeInspired to vote online to win a donation of books for kids in need in their state.