Disney | ABC Television Group’s (DATG) “Be Inspired” brand represents the core of the company’s Corporate Citizenship and Social Responsibility. At the heart of DATG’s citizenship is a business commitment to unify all pro-social efforts under a single idea:
The “Be Inspired” brand, dedicated to serving and inspiring individuals, and communities, represents DATG’s collective citizenship initiatives. Our commitment to philanthropy and being a good corporate citizen is an important part of who we are and what we stand for. Through DATG’s pro-social content integration in television programs, philanthropy and giving, and Public Service Announcements, “Be Inspired” works to create meaningful change.
We believe that in stories, individuals find the imagination needed to envision a better tomorrow, and the inspiration to make that vision come true. Together, we are more than the sum of our parts. By inspiring others to join in and take action, we can truly create a better tomorrow. A happier tomorrow. A healthier tomorrow. Where we are all driven to care for the world we share.
MAGIC OF STORYTELLING
DATG thrives on creative, inspiring storytelling. To foster this creativity, DATG partners with First Book for the “Magic of Storytelling” campaign. Together, we challenge Americans to share their love of reading with the children in their community. Through this campaign, Disney and First Book have donated millions of books to children in need, encouraging them to read and create the stories of tomorrow.
In celebration of “Earth Month”, Disney, ABC and ESPN collaborate with the National Recreation and Park Association (NRPA) to provide communities with resources that improve local parks, and encourage kids and families to use their local parks as a way to connect with nature, each other, and their communities. Through NRPA’s Parks Build Community program, the partnership strives to connect kids with nature, promote healthy living and provide access to sports, further connecting DATG with The Walt Disney Company’s larger focus areas of conservation, health and wellness.
FOSTER CARE AWARENESS MONTH
DATG celebrates “Foster Care Awareness Month” in May to raise awareness and change perceptions of the youth in America’s foster care system. Along with FosterMore, DATG sponsors a campaign that uses content integration and public service announcements (PSA) to bring a more positive tone to the dialogue around children and youth in foster care. In time, we hope this increased awareness leads to better engagement in foster parenting and mentoring opportunities to serve this vulnerable population.
SUMMER OF CREATIVITY
In partnership with Youth Service America, DATG’s “Summer of Creativity” encourages kids to create the world they imagine by working with their families, friends, schools, and communities to address critical issues both in their local milieu and the world at large. The goal is to harness the power of The Walt Disney Company’s philanthropy in service of DATG’s Be Inspired brand, as part of Disney’s efforts to encourage and celebrate kids and families who take a creative approach to serving their communities.
BULLYING PREVENTION MONTH
DATG, with the non-profit partners GLSEN, GLAAD and Pacer, aim to create a bullying prevention campaign in support of National Bullying Prevention Month in October. If kids and families stand up for what they believe and lead by being strong examples, together we can end bullying. Through effective storytelling and talent participation, this campaign strives to encourage youth and adults around the country to end bullying by choosing kindness.
SEASON OF SERVICE
In the spirit of service to our communities, Disney partners with Feeding America every holiday season to support food banks’ abilities to deliver nutritious foods to kids after school, create access points within communities throughout the country and provide food-insecure children with nutritious meals that will fuel creativity in their school and play. For its role, DATG provides an on-air/online media campaign that helps provide nutrient-rich fruits and vegetables to kids and families during the holidays, and raises awareness of TWDC’s commitment to creating healthier generations.
Toys for Tots
For more than 60 years, The Walt Disney Company has supported the U.S. Marine Corps Reserve Toys for Tots Foundation as a way to connect with children and families in need during the holiday season. Our relationship with Toys for Tots began in 1948 when Walt Disney and his animators personally designed the original Toys for Tots train logo that is still used today. Every year, Disney and DATG join the hundreds of communities across the country to collect new, unwrapped toys during October, November and December, and distribute those toys as Christmas gifts to needy children in the community.