Social, Product Launch, Community-based Marketing, Creative
Following the killing of George Floyd in Minneapolis, the world was thrust into a summer of social unrest. Despite the hurt and pain, communities came together to work towards a better future. People were compelled to learn more about racial disparities and act against social inequity. To encourage empathy and a better understanding of our neighbors, Colle McVoy partnered with Little Free Library (LFL) to create Read in Color. This initiative will distribute books that champion BIPOC and LGBTQ+ voices, provide perspectives on anti-racism and social justice and incorporate experiences from all races and identities for readers of all ages.
“Little Free Library believes everyone should be able to see themselves in the pages of a book,” said LFL Executive Director, Greig Metzger. “We also believe a broader awareness of the diverse life experiences in America can break down barriers and nurture a deeper understanding of our society’s inequities.”
We designed the Read in Color logo and panels to highlight participating libraries and added stickers to the books so neighbors can learn more about the initiative.
We invited Little Free Library stewards, patrons, and participants to sign the Read in Color pledge. Those who take the pledge will have access to resources including bookmarks, stickers, social media badges and a Read in Color window cling or sign that stewards can display on their Little Free Library doors.
“We are incredibly proud to partner with Little Free Library on this wonderful project, which developed from the pain and heartache we felt after the death of George Floyd in our community,” said Christine Fruechte, CEO, Colle McVoy. “We want to be a force for change by helping to provide reading material to people who want to expand their knowledge and views on racial justice, as well as promote inclusivity through access to diverse perspectives and experiences.”