Toys for Tots Literacy Program
To demonstrate its commitment to social responsibility and to strengthen its three-year alliance with Toys for Tots (TFT), UPS subsidary The UPS Store decided to make the holidays-only program a year-round initiative centered on children’s literacy.
With the help of Fleishman-Hillard, UPS Store’s Toys for Tots Literacy Program sought to maximize participation of its franchisee network to bring the issue of childhood illiteracy to light. The team collected donations at participating store locations to purchase books for children; secured a “Buck a Book” agreement with Scholastic to enable the purchase of a book for every $1 donated; organized local reading events and book drives; and obtained support from professional athletes, celebrities and Marines.
The team’s efforts reversed the two-year decline in UPS Store franchisees’ participation in the traditional holiday TFT program. Plus, the program raised more than $840,000 in its first year alone. â–
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