Scholastic unveils civic push

NEW YORK: Scholastic and Clifford the Big Red Dog are inviting kids and families to take action with its multiyear national civic engagement campaign, "Be Big!," which it launched February 2.

NEW YORK: Scholastic and Clifford the Big Red Dog are inviting kids and families to take action with its multiyear national civic engagement campaign, “Be Big!,” which it launched February 2.

With a tagline and message of “It only takes a little to Be Big,” the campaign raises awareness of how Clifford's Big Ideas, which were originally introduced as part of Clifford-related curriculum, can make the world better, said Daisy Kline, director of marketing and brand management for Scholastic Media.

“From a [marcomms] perspective, our goal is to put out a fresh, accessible, and really on-brand message for Clifford to re-invigorate awareness for what we feel is an evergreen character,” Kline said.

Working with Scholastic Media's AOR Bender/Helper Impact, the company is partnering with nonprofit HandsOn Network, retail store FAO Schwarz, and network partner PBS Kids for the campaign. A kick-off event will take place at the New York flagship FAO Schwarz store on February 11 with actress and mom Debi Mazar.

Scholastic's media outreach includes trade titles and broadcast outlets, including an expected appearance on Today by Scholastic and HandsOn the week of February 9. The effort also includes a microsite and outreach to mommy bloggers.

The integrated effort incorporates in-store promotions and ads.

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