Scholastic Media Bolsters Year Two of Clifford The Big Red Dog(R) BE BIG(TM) Campaign

NEW YORK, Jan. 18 /PRNewswire-FirstCall/ -- Scholastic Media (Nasdaq: SCHL), a division of Scholastic, Inc., the global children's publishing, education and media company, in conjunction with HandsOn Network, the largest volunteer management organization in the nation, today announced BIG growth of its Clifford BE BIG™ campaign with the launch of the second annual "Be Big In Your Community Contest", the activation of major market in-school events and the introduction of a new online promise campaign.  The expanded campaign gives families a way to engage even the youngest children in service and volunteerism as the nation celebrates the Martin Luther King, Jr. Day of Service.  The news follows Scholastic's recent announcement that American Family Insurance signed on as the campaign's first sponsor and that PBS KIDS® is featuring ten days of programming beginning today (check local listings) promoting Clifford's BIG Ideas with "BE BIG WITH CLIFFORD: TEN DAYS, TEN WAYS."

"Scholastic is delighted that the 'Be Big In Your Community Contest' will once again provide children and families the opportunity to make a real difference," said Deborah Forte, President of Scholastic Media and Executive Vice President of Scholastic Inc. "The BE BIG campaign continues to inspire people of all ages to embrace Clifford's BIG ideas and serves as a call to action to improve the lives of others while taking pride in service to their community.

"As the nation engages in active tribute to the legacy and message of Dr Martin Luther King Jr., it is fitting that Scholastic chose this MLK Day of Service to launch the next phase of the BE BIG campaign,"  said Michelle Nunn, CEO, Points of Light Institute and Co-Founder, HandsOn Network.  "Together with Scholastic and our Youth HandsOn Network team, we hope to inspire and help equip children and families to adopt a tradition of service and civic engagement."

Beginning February 1st, the second annual BE BIG In Your Community Contest invites kids of all ages, teachers, parents and community leaders to submit a BIG idea that demonstrates Clifford's BIG Ideas (Share, Play Fair, Have Respect, Work Together, Be Responsible, Be A Good Friend, Help Others, Be Truthful, Be Kind and Believe In Yourself) to enter for a chance to win $75,000 in community grants to be used towards implementing the winning proposals from the Be Big Fund. The mission of the Be Big Fund is to recognize and reward others for their BIG actions, to catalyze change in local communities and to provide resources for everyone to share BIG ideas.  In the second year of the contest, Scholastic has an extended entry window and has expanded the total grant monies from $50,000 to $75,000, thanks to the support of American Family Insurance. Last year's winning entry and the runners-up can be seen at http://www.scholastic.com/cliffordbebig/contest/.   Contest open to legal residents of all 50 states and the District of Columbia, except second place eligibility limited to legal residents of Arizona, Colorado, Georgia, Idaho, Illinois, Indiana, Iowa, Kansas, Minnesota, Missouri, Nebraska, Nevada, North Dakota, Ohio, Oregon, South Dakota, Utah, Washington, and Wisconsin. NO PURCHASE NECESSARY. Void where prohibited or restricted by law.  For complete rules go to www.scholastic.com/cliffordbebig/contestrules .

In addition, beginning today, Scholastic will introduce a new online "Promise" campaign that will urge everyone to embrace Clifford's BIG ideas and demonstrate that small, simple actions can make the world a better place.  Clifford's BE BIG Promise asks kids, adults, teachers and community leaders to visit www.scholastic.com/cliffordbebig/promise to promise to BE BIG all year long. Those who make the promise, depending upon their age, will have the opportunity to share the Promise via email, Twitter, and Facebook – as well as explore volunteer opportunities through HandsOn Network. Scholastic Media has set a goal of securing 25,000 Clifford Promises by December 31, 2010.

Scholastic Media will also work with the HandsOn Network to take the "BE BIG in Your Community Contest" to local communities nationwide. Throughout the month of February, in conjunction with HandsOn Network affiliate organizations, children will participate in BE BIG in-school events nationwide. Clifford The Big Red Dog will join teachers and students to celebrate what it means to BE BIG in the following cities and schools:

• Chicago / McCormick Elementary / Chicago Cares
• Miami / Phyllis Wheatley Elementary / Hands On Miami
• Atlanta / Cleveland Avenue Elementary  / Hands On Atlanta
• New York  / PS 57 / Youth HandsOn Network
• Philadelphia / John Welsh School / Greater Philadelphia Cares

Clifford's Big Ideas were borne out of the curriculum developed for the award-winning animated television series – which celebrates its 10th anniversary on PBS KIDS this year. Beginning today, PBS KIDS kicks off "BE BIG WITH CLIFFORD: TEN DAYS, TEN WAYS" featuring ten days of favorite Clifford episodes that will focus on each of Clifford's ten BIG ideas.  The ten days of programming will showcase important life lessons that help teach social and character building skills.  The programming is supported by on-air promotion and new online content at PBSKIDS.org/clifford that reinforces the ten Big ideas.

With more than 126 million books in print, Clifford is a literary classic that is embraced by parents, teachers and kids. Clifford the Champion, a new hardcover by Norman Bridwell, was released in October 2009 from Scholastic.

The Clifford BE BIG campaign (scholastic.com/cliffordbebig) is a fully integrated cause marketing program that invites everyone to take action and raise awareness for how Clifford's BIG ideas can make the world a better place. The initiative is sponsored by American Family Insurance, an organization that has a long tradition of community sponsorships and involvement, contributing to organizations that improve the quality of life for those in need, particularly children.  Based in Madison, Wisconsin, American Family offers auto, homeowners, life, health, commercial and farm/ranch insurance in 19 states, ranks 388th on the Fortune 500 list and is the nation's third-largest mutual property/casualty insurance company.

If you would like more information about Scholastic, please visit Scholastic's media room at mediaroom.scholastic.com. For more information on Clifford visit PBSKIDS.org/clifford or PBS.org/pressroom.

SOURCE Scholastic