Client: Unilever

Problem: Shoppers were not aware of Dollar General’s core charitable focus, their Literacy Foundation, which is in existence to increase access to programs designed to help adults and youth who are struggling with basic literacy and education.

Idea: Knowing the Dollar General Literacy Foundation is a cause that’s very relevant to the Dollar General shopper, we leveraged the emotional appeal of stories and storytelling to capture their attention and drive awareness of Suave at Dollar General. 

How it worked: We created a year-round omni-channel program, Help Write Their Life Stories, that highlights the importance of reading and tells the story of how books can impact children’s lives.

To celebrate the 25th anniversary of the DG literacy foundation, we created a contest where teachers can be nominated to win big prizes. See the live site here.