Kellogg's® And Scholastic Team Up With Taye Diggs To Give Kids Access To Books

BATTLE CREEK, Mich., Aug. 26, 2013 /PRNewswire/ -- Access to books may help improve student achievement and school performance – yet, two-thirds of children living in poverty have no books at home[1]. Kellogg's® has teamed up with Scholastic as well as dad, children's book author and actor Taye Diggs to promote childhood literacy and the importance of having books in the home. In a public service announcement, Diggs explains how U.S. families can help give kids great starts with great stories by placing 200,000 books  into home libraries, schools and local communities.

(Photo: http://photos.prnewswire.com/prnh/20130826/CG69042)

"This is such an important cause for me, especially as a dad—since I know the impact that reading can have on young minds," said Taye Diggs. "Not every child has access to books at home. It's devastating. But, Kellogg's and Scholastic are offering fun, easy ways we can help get books in the hands of kids."

Families can support Kellogg's and Scholastic's efforts to place 200,000 books in homes and schools across the country. There are two ways to help:

• Collect Kellogg's Great Starts Great Stories codes from participating Kellogg's products to receive a free book or "gift" a book to a school in need through nonprofit literacy organization Books for Kids. Go to KelloggsFreeBook.com to learn more.
• Visit www.Scholastic.com/MiniMissions to participate in Frosted Mini-Wheats® Mini™ Missions and earn two free books monthly while supplies last, as well as enter a sweepstakes[2] for the chance to win Scholastic books and grants for local schools and communities.

Great Starts Great Stories
While a great breakfast can help kids get a great start to the day, books can help keep their imagination active regardless of their economic background. In fact, having a large book collection at home has a greater impact on kids' reading frequency than does household income[3]. That's why Kellogg's encourages all families to collect Great Starts Great Stories codes on specially-marked boxes of Kellogg's products. The codes can be entered online at www.KelloggsFreeBook.com to either redeem a free book from the Scholastic Book Collection or donate the free book to a school in need through Books for Kids.

Every Day is a Big Day
From now through the end of the year, Frosted Mini-Wheats invites parents and kids to participate in the Every Day is a Big Day program by registering at www.Scholastic.com/MiniMissions. Each month,  families can complete a new Mini™ Mission online to earn two free Scholastic books while supplies last and enter a sweepstakes² for a chance to win prizes for local schools and communities. Monthly prizes include a Book Nook Library Makeover for a local community center or organization, PTO and PTA grants, Scholastic Book sets for classroom and, gift cards for teachers to shop at the online Scholastic Teacher Store. Official rules are available at http://minimissions.scholastic.com/rules/.

Parents can share the public service announcement video with their friends and family to spread the word on how to collect Kellogg's Great Starts Great Stories codes and complete Mini™ Missions.

Suggested Tweets:

• Click to tweet: Collect Great Starts Great Stories codes. Help @Kelloggs_US & @Scholastic deliver 200K books to kids kelloggsfreebook.com 
• Click to tweet: Earn 2 free books while supplies last by completing a "Mini" Mission at  http://tinyurl.com/n4ox8rz #minimoments
• Click to tweet: Help kids succeed with free @Scholastic books. Share this @Kelloggs_US PSA http://bit.ly/19CNQRJ featuring @TayeDiggs

About Kellogg Company
At Kellogg Company (NYSE: K), we are driven to enrich and delight the world through foods and brands that matter. With 2012 sales of $14.2 billion, Kellogg is the world's leading cereal company; second largest producer of cookies, crackers and savory snacks; and a leading North American frozen foods company.  Every day, our well-loved brands nourish families so they can flourish and thrive. These brands include Kellogg's®, Keebler®, Special K®, Pringles®, Frosted Flakes®, Pop-Tarts®, Corn Flakes®, Rice Krispies®, Kashi®, Cheez-It®, Eggo®, Coco Pops®, Mini-Wheats®, and many more. Because we believe in the power of breakfast, we focus our philanthropic efforts global hunger relief through our Breakfasts for Better Days™ initiative, providing 1 billion servings of cereal and snacks -  more than half of which are breakfast - to children and families in need by the end of 2016. To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit www.kelloggcompany.com.

About Scholastic
Scholastic Corporation (NASDAQ: SCHL) is the world's largest publisher and distributor of children's books and a leader in educational technology and related services and children's media. Scholastic creates quality books, print and technology-based learning materials and programs, magazines, multi-media and other products that help children learn both at school and at home. The Company distributes its products and services worldwide through a variety of channels, including school-based book clubs and book fairs, retail stores, schools, libraries, on-air, and online at www.scholastic.com.

About Books for Kids
Books for Kids  promotes literacy among all children with a special emphasis on low-income and at-risk preschool-aged children. Books for Kids creates libraries, donates books, and implements literacy programs to develop the critical early foundation and skills which young children need to be successful in life. Studies show that emergent literacy in preschoolers must be supported by a print-rich environment. Books for Kids ensures that Department of Education-recommended books are available wherever children spend their day, by donating books and establishing libraries in those facilities. Books for Kids also strives to put brand new books in the home of every child it serves. For more information on Books for Kids, visit www.booksforkids.org.

[1] RIF Study, 2010.

[2] "KELLOGG'S^® FROSTED MINI-WHEATS^® EVERY DAY IS A BIG DAY SWEEPSTAKES" ABBREVIATED RULES: NO PURCHASE NECESSARY. Legal residents of the 50 US & D.C., 18+ and who are a parent or legal guardian of at least one child age 5 to 12 are eligible. There are four ways to enter: (i) complete a monthly mission (as defined in the Book Giveaway rules – see the full rules at the link below); (ii) submit  your friends' email addresses in the designated area on www.scholastic.com/minimissions; (iii) submit a Kellogg's® Family Rewards code from participating Frosted Mini-Wheats® products in the designated area on www.scholastic.com/minimissions; (iv) or Mail-in a 3"x5" card with the required information (see the link below for details). There will be one Sweepstakes a month from 8/1/13 – 12/31/13. Each monthly Sweepstakes begins at 12:00:01 AM EST at the first of every month starting on August 1, 2013 and ends at 11:59:59 PM EST at the end of every month, ending December 31, 2013. Mail-in entries must be postmarked by the last day of each monthly Sweepstakes.  Total monthly ARV: $16,900. Official rules at scholastic.com/minimissions/rules. Void where prohibited.

[3] 4th edition of Kids & Family Reading Report

SOURCE Kellogg Company