Disney|ABC Television and Disney Publishing Worldwide have announced the seventh annual Magic of Storytelling campaign, which runs through March 31, 2019. The campaign aims to donate up to 1 million books to First Book, a nonprofit that provides new, free and affordable books to educators and organizations serving children from low-income families.

There are a number of ways to participate and trigger a book donation:

• Share a Shelfie: Disney will donate one book for every “shelfie” – a selfie photo with a favorite book or in front of a bookshelf – posted to Twitter or Instagram using the hashtag #MagicOfStorytelling.
• One-for-One Book Donation: Disney will donate one book to First Book for every eligible Disney book purchased at a participating retailer. A full list of eligible Disney books and participating retailers is available at magicofstorytelling.com.
• First Book Sweepstakes: Legal U.S. residents who are 18 years of age or older can enter First Book’s Magical Adventure Sweepstakes for a chance to win VIP tickets to the premiere of Disney’s “Dumbo” – director Tim Burton’s upcoming live-action reimagining of the classic story. No purchase is necessary to enter. Ends February 22, 2019. To learn more and to access the Official Rules and information, visit magicofstorytelling.com. A second First Book sweepstakes will be launched immediately after the close of the Magical Adventure Sweepstakes (details to follow). Disney will donate one book for each sweepstakes entry received.

Actor Michael Keaton, who stars in “Dumbo”, voices a public service announcement (PSA) that is running across Disney’s multiple platforms highlighting the life-changing impact books have on children.

The PSA and videos from the campaign will be shared with audiences across Disney, including ABC affiliate stations, The ABC Television Network, Freeform, Disney Channel, Disney XD, Disney Junior, Radio Disney, ABC News Radio, Disney Store, Disney Cruise Line and Disney Resorts’ TVs; the ABC, DisneyNOW and Freeform apps; and Disney Digital Network’s publishing brands, including Oh My Disney.

Fans can also engage with Magic of Storytelling content on Disney’s network of social media channels and digital publishing brands like Oh My Disney, Disney Style and Disney Family. Additionally, during the campaign window, ABC-owned stations will direct many of these book donations to schools and programs in their communities to promote and celebrate the joy of reading.

Throughout the campaign, families and educators are encouraged to celebrate the Magic of Storytelling by reading books to children at home or participating in storytime opportunities.

Through its longstanding relationship with First Book, Disney has helped to provide more than 67 million new, free and affordable books to educators who serve children in need and has inspired millions to take action to help bring new books and resources to serve kids across the country.

To find a participating retailer or learn more about the Magic of Storytelling, visit MagicofStorytelling.com.

Will you post a “shelfie” or participate in the Magic of Storytelling campaign in some other way? Let us know in the comments!

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