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Disney trades selfies for book donations in new campaign

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This year marks the campaign's fifth installment

Disney, working with television network ABC, will donate up to one million books as a part of its fifth annual Magic of Storytelling campaign, which is anchored by mobile-optimized and social components including an online sweepstakes. 

The Magic of Storytelling campaign aims to inspire families’ imaginations, cultivate a lifelong love of reading in kids, and bring books to underserved communities across the country. The campaign will be running until March 31.

“For more than 80 years, Disney books have brought children and parents together, sparking imaginations and inspiring dreams,” said Andrew Sugerman, executive vice president of content and media at Disney Consumer Products and Interactive Media. “We are thrilled to be part of a program that encourages a love of reading and makes these stories available to as many people as possible. 

“We’re honored to continue our work with First Book to bring the Magic of Storytelling to kids in need around the country.”

Magic of Storytelling
Over the past 16 years, Disney has donated 57 million books to First Book,  a nonprofit that provides new books to educators and organizations serving children from low-income families. 

As part of the Magic of Storytelling campaign, families are encouraged to put everything else down, pick up a book, and read independently or together during the second annual nationwide Disney Reads Day on February 4. Families can do this at home by taking time to read their favorite books together, or visit a participating Disney Store, Barnes & Noble, or other retail location for story-time, themed activities, and giveaways.


From now through the campaign’s end on March 31, Disney book donations can be activated through various ways. One way is through leveraging Disney’s digital reading platform, Disney Story Central, to download digital books designed for parents and children to read together. Disney will donate one book to First Book for every book read in the application.

Interested parties can also apply for mobile-optimized entry to the Magic of Storytelling Sweepstakes, through which they can win a library of 400 Disney books for their school and a personal library for their home. For every sweepstakes entry, Disney will donate one book to First Book.

And, in typical Disney fashion, the campaign features a social coup in the form of “shelfie” sharing: Disney will give one book for every selfie photo with a favorite book or in front of a bookshelf shared on Twitter or Instagram using the hashtag #MagicOfStorytelling.

Public service
The campaign is hosted on a mobile-optimized Web site that contains ctivities and resources to encourage reading and shared reading experiences. Fans can also engage with Magic of Storytelling content on Disney’s network of social medial channels and digital publishing brands like Oh My Disney, Disney Style, Disney Family and Babble.

The campaign launches with a PSA voiced by Emma Watson, in which Ms.Watson highlights the impact of books on children.


Disney celebrated Mickey Mouse’s 88th birthday with a trip to various worldwide locales, where he made surprise appearances at landmarks and interacted with fans. The trip was both promoted and recorded on Mickey Mouse’s hugely popular Facebook page (see story). 

And ABC recently debuted a mobile-exclusive aftershow for The Bachelor on Snapchat (see story). 

“We are so proud to have donated more than 57 million books through our long-standing collaboration with Disney,” said Kyle Zimmer, CEO of First Book. “Each year, the excitement around the Magic of Storytelling campaign grows, inspiring millions of individuals to help us bring much-needed new books to children in need.”

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Rakin Azfar is editorial assistant on Mobile Marketer, New York. Reach him at rakin@napean.com.

 
Related content: Nonprofits

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