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EDUCATION |
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Scholastic Francie Alexander Chief Academic Officer 557 Broadway New York, NY 10012 212-343-6100 falexander@scholastic.com |
Teams with the National Summer Learning Association and Reading Is Fundamental for “Scholastic Summer Challenge,” a summer-long campaign to encourage kids to read. The Scholastic.com/summer website serves as the hub, with a device allowing kids to log their reading minutes, age-appropriate book lists, downloadable activities, and Spanish-language materials. Scholastic also has aligned with Governors’ Spouses, a literacy program headed by each state’s First Lady. Scholastic is donating 500 books to a school selected by each First Spouse. Scholastic’s WordGirl property serves as the campaign’s image, and will appear in digital ads, promotional videos, and a costumed version will make live appearances at select Governor’s Spouses reading events. The program aims to set a new “Read for the World Record,” which was set in 2009 with 633,057 minutes. (Reading Is Fundamental, Alishia Frey, Media Relations, 1825 Connecticut Ave., NW #400, Washington DC 20009; 202-536-3463; afrey@rif.org; www.rif.org. National Summer Learning Association, Ron Fairchild, CEO, 800 Wyman Park Dr., #110, Baltimore, MD 21211, 410-856-1370, x100; rfairchild@summerlearning.org; www.summerlearning.org) |
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FOOD/BEVERAGE |
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McDonald’s Neil Golden SVP/CMO One McDonald’s Pl. Hinsdale, IL 60521 630-623-4332 neil.golden@us.mcd.com |
The fast food chain signs golfer Michelle Wie to a sponsorship agreement promoting success and achievement. The ads debuted last month and are available in five languages: Chinese (Cantonese and Mandarin), English, Korean, and Taglish. Wie is also supporting McDonald’s programs, such as its Champion Kids effort that encourages “sports, fitness, and fun.” |
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CopCorp Carole Postal President 1350 Broadway, #1004A New York, NY 10018 212-947-5958 cpostal@copcorp.com |
It’s Happy Bunny and its licensing agent CopCorp commemorate the brand’s 10th anniversary by designing limited-edition products for Dylan’s Candy Bar candy store. Exclusive designs appear on candies, chocolates, apparel, accessories, plush, and stationery available at the five Dylan’s Candy Bar retail locations and at select retailers. The candy retailer’s flagship store in New York City will host the bunny brand’s anniversary celebration June 26 with special activities and a meet-and-greet with It’s Happy Bunny creator Jim Benton. (Dylan’s Candy Bar, Leah Linder, Marketing and Communications, 1011 Third Ave., New York, NY 10021; 212-620-2700, x4002; llinder@dylanscandybar.com; www.dylanscandybar.com) |
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NON-PROFIT |
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Do Something Nancy Lublin CEO 24-32 Union Square E. 4th Fl. S. New York, NY 10003 212-254-2390, x224 nlublin@dosomething.org |
The not-for-profit works with Six Flags Friends, the philanthropic unit of Six Flags, to celebrate teens who make a difference in their local communities. Teens submit a project summary of a past or current effort, photos, and a recommendation from a non-family member to DoSomething.org by April 30. Six teens — selected based on their efforts, passion, commitment, and leadership skills — will receive $1,500 scholarships. DoSomething.org PSA’s air on more than 250 screens in 11 Six Flags theme parks to encourage volunteerism among park-goers. (Six Flags, Jessica King, Director Six Flags Friends, 1540 Broadway, New York, NY 10036, 212-652-9361, jking@sftp.com; www.sixflags.com) |
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PRODUCTS |
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Henkel Natalie Violi Brand Representative 15101 N. Scottsdale Rd. Scottsdale, AZ 85254 480-754-5442 natalie.violi@us.henkel.com |
Henkel, under brands such as Dial, Purex, Right Guard, and Soft Scrub, launches “Henkel Helps Get Kids Fit,” a multi-faceted initiative aimed at children, parents, teachers, and local communities. The yearlong program — launching in August — encourages communities to adopt youth-targeted fitness programs. The “What Would Your School Do With $25,000 To Improve Youth Fitness” sweepstakes awards one school with a fitness center, and the nominating individual receives a year’s supply of Henkel products. The program is supported via in-store signage, full-standing inserts in August, online advertising, and social media efforts. |
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