PSA video voiced by Emma Watson launched the campaign with Disney’s pledge to donate one million books
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. Over the past 16 years, Disney has donated 57 million books to First Book.
Together with First Book, Disney Publishing Worldwide and Disney|ABC Television Group are committed to placing up to one million more books in the hands of children in need.
Emma Watson, star of The Walt Disney Studios upcoming film “Beauty and the Beast,” narrated the PSA video, highlighting the impact of books on children. The Magic of Storytelling campaign comes to life across Disney|ABC’s extensive network of broadcast and digital platforms including MagicOfStorytelling.com.
Also on 4 February 2017, the second annual Disney Reads Day encourages families worldwide to put everything else down, pick up a book, and read independently or together. Families can do this at home and read their favourite books together, or visit a participating Disney Store, Barnes & Noble, or other retail location for story-time, themed activities, and giveaways.
Disney book donations can be activated through One-for-one donation, social media initiatives, sweepstakes and in-store events. Additionally, each local ABC-owned station will donate 5,000 books to their local communities through schools and organisations in their respective markets.
The Walt Disney Company is also extending the Magic of Storytelling campaign initiative for the first time. They provide resources to the educator community including lesson plans, reading activities, and more through focused outreach to schools and libraries.
