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Macy’s and Reading Is Fundamental Launch ‘Be Book Smart’ Campaign

Durham, NC – Despite research that indicates the importance of summer reading in preventing children from losing literacy skills, only 17 percent of parents say reading is a top summer priority, according to a new survey from Reading Is Fundamental (RIF) and Macy’s. The survey, conducted by Harris Poll, also finds that children spend nearly three times as many hours weekly watching TV or playing video games as they do reading in the summer. More than 1,000 parents with children ages 5-11 completed the survey online in April.

Results of the survey are made public as Macy’s and RIF launch the 11th annual Be Book Smart campaign to support children’s literacy. Be Book Smart began June 18, and invites customers nationwide to give $3 at any Macy’s register in-store, to help provide a book for a child and get $10 off a purchase of $30 or more. Macy’s will donate 100 percent of every $3 to RIF. The campaign ends July 13.

“Many families think of reading as eating your vegetables – good for you but not necessarily a treat. Reading is the best vacation. It takes you places you never dreamed you would visit, and summer especially is a time when kids can immerse themselves in the topics they like best,” said Carol H. Rasco, CEO of RIF. “Thanks to our partnership with Macy’s, we are bringing more books to children who need them most and starting them on a journey to a lifelong love of reading.”

More than 60 percent of parents in the survey said they do not believe their child loses reading skills over the summer. However, existing research shows that summer learning loss is a major problem, particularly for low-income children who can lose up to three months of reading skills because of limited access to books and learning opportunities while out of school. The key to helping children maintain and even improve their literacy skills over the summer is providing access to quality books that they can choose based on personal interests. Durham County Library distributes RIF books to children throughout the summer to help them maintain critical reading skills.

Since 2004, Macy’s has helped raise nearly $30 million for RIF. Through customer-supported fundraising campaigns, in-store events and volunteer activities, Macy’s has donated funds and resources to further the message of literacy for future success. Macy’s longstanding support has enabled RIF to promote literacy at all levels, from buying books for children, to training educators and providing resources to parents.

Durham County Library encourages Discovery, connects the Community and leads in Literacy. As a department of Durham County Government, the library furthers Goal 1 of the county’s Strategic Plan by enhancing cultural, educational and creative opportunities. For more information about the library, visit durhamcountylibrary.org.

Contact: Gina Rozier
919-560-0151 or grozier@dconc.gov


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