Disney Corporate Citizenship & Social Responsibility
The objective of the First Book campaign is to encourage audiences to participate in a form of social volunteerism that aids childhood literacy by giving kids their ?first book.? The Magic of Storytelling: Dumbo PSA uses images from the film to incite interest in younger, movie-going audiences and evoke nostalgia in older audiences who grew up reading the tale themselves. Using simple animation to illustrate the evolution of paper to picture, we sought to craft recognizable versions of storybook icons that help capture the whimsical, exploratory nature of experiencing a story for the first time. The campaign was aired heavily across all Disney networks, resulting in the raised awareness of the importance of reading, thousands of donations to First Book, and the opportunity for children in need to be able to build the foundation for their lifetime success.