Scholastic Book Clubs have kicked off a genius CSR business program titled One Million Bookprints For One Million Books. With the participation of A-list celebrities, the program will donate one book to a child in need for every bookprint created on youarewhatyouread.com. This is a take on the “One for One” Concept made famous by TOMS Shoes and demonstrated by TOMS Eyewear, Warby Parker, Moraleyes and SKECHERS BOB. Except rather than purchase a product, a book will be donated for every bookprint created.
Bookprint [book-print] noun:
The list of books that leave an indelible mark on our lives, shaping who we are and who we become.
It is free to create a bookprint profile and you include the five books that have had an impact on your life. The five books can be either adult or children’s literature, as long as the book holds meaning for the creator of the profile. The campaign launched with a $20,000 donation for the twenty thousand bookprints already created on the site.
The books will be distributed through the “national school readiness initiative Reach Out and Read.” This is a CSR business program that is building on what Scholastics is known for which is children’s books. In fact this is part of Scholastic Book Clubs’ annual ClassroomsCare program. The ClassroomsCare program tries to help teachers impart a love of reading and the importance of giving to their students.
Images courtesy of scholastic.com
On youarewhatyouread.comyou will find the “bookprints of names you know” section where over two hundred celebrities, journalists, and political figures have created their bookprints for the project. The notable names on the list includes Oprah Winfrey, who famously ran her own highly successful book club on her long running syndicated talk show, and Microsoft creator Bill Gates. Former Presidents Bill Clinton and George H.W. Bush have also made their profiles. Celebrities like comedienne and The View co-host Whoopi Goldberg, actress Scarlett Johansson, Harry Potter star Daniel Radcliffe, Skateboarder Tony Hawk, and singer songwriter Taylor Swift are just a few who have taken the time to create a bookprint.
Having such high profile people participate in the CSR business program helps raise awareness of the campaign and also allows people to look into the books that made them who they are. In an age where pop culture contributes to people’s perception of the world hopefully these figures will allow both children and adults to find a love of reading.
The campaign is now more important than ever because “‘it is crucial for reading to begin at a young age and for all children to have books in their home,’ says Earl Martin Phalen, CEO of Reach Out and Read. ‘The recent loss of government funding has impacted the ability of literacy organizations to continue to get books into the hands of children in need, so we thank everyone who creates a Bookprint in support of this campaign.’”
This campaign is a stellar example of how the private sector can help to further education and is a model example of CSR business initiatives done right and it is just one of many for Scholastic. Scholastic Book Clubs has found a way to marry their core business with a cause that will show return to their industry. Giving someone a book is a way to start a lifelong love of reading and that in turn sells more books. Reading shapes mind and an educated mind has the potential to change the world.
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