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Humpty Dumpty pilots first kids’ magazine airlift

6 November 2005

Humpty Dumpty pilots first kids’ magazine airlift as part of literacy programme

Lucire and Magazine Publishers of America support literacy initiative: first-ever programme delivers children’s magazine gifts from consumers to needy kids in schools, homeless and domestic violence shelters in the US

Princeton, New Jersey, November 6 (JY&A Media) Lucire, the New Zealand-owned international fashion magazine, is supporting the Magazine Publishers' Family Literacy Project in the United States, which aims to get magazines to schools and community literacy programmes there. The Project’s latest venture sees kids’ magazines being flown to natural-disaster-stricken areas in the US.

‘We are delighted to help John Mennell and the Magazine Publishers’ Family Literacy Project,’ said Jack Yan, CEO and publisher of Lucire. ‘Literacy is not only important from our commercial viewpoint, but because it provides opportunities for people to be all they can be. Circumstances not of their own choosing should never prevent children from reaching their potential.’

Humpty Dumpty, the beloved Children’s Better Health Institute mascot, last week piloted the first-ever Kids’ Magazine Airlift off the ground to deliver magazines to teachers and other community literacy agents to help children in need. The mobilization, in partnership with the Magazine Publishers’ Family Literacy Project, aspires to marshal vast resources to rebuild children’s lives by filling the magazine shelves of schools, libraries, homeless and domestic violence shelters, and other community literacy programmes. The take-off coincides with this year’s celebration of Children’s Magazine Month.

‘The Kids’ Magazine Airlift works like a holiday food drive at a grocery store, but feeds kids hungry to read,’ explained John Mennell, founding director of the Magazine Publishers’ Family Literacy Project. ‘Consumers shopping for magazines at the CBHI web site (cbhikids.org/airlift/) for their own children can also purchase a gift that will be sent to a school or shelter to help other children. The Magazine Publishers’ Family Literacy Project matches the much-needed gift subscriptions to schools, shelters and other community literacy programs that serve children and families in need,’ he added.

‘In their wake, hurricanes have left over 200,000 children homeless and on the move to new schools. There will be other natural disasters. Over 1,000,000 kids spend time in a homeless or domestic violence shelter at some point during the year, arriving with no possessions,’ said Mennell.

‘Few treasures brighten a child’s eyes, smile and intellect like a magazine. The Highlights for Children web site makes it easy for consumers and businesses to send their wonderful magazine to literacy agents for kids in need,’ he added.

‘We are pleased that this programme has taken off the runway during Children’s Magazine Month and in time to reach children and families in time for the holidays,’ said Charlene Gaynor, Executive Director of the Association of Educational Publishers. ‘We celebrate Children’s Magazine Month to spotlight the wonderful role that children’s magazines play in schools and for generations of families reading together,’ she added.

‘We salute the Kids' Magazine Airlift,’ said Nina Link, President and CEO, Magazine Publishers of America. ‘Children’s magazines represent one of America’s most powerful and vital reading resources for teachers and other community literacy leaders.’

ENDS

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