Scholastic Media Announces National Clifford The Big Red Dog "BE BIG In Your Community" Contest


Contest part of campaign to support civic engagement in celebration of national volunteer week



The BE BIG fund to award $50,000 in community Grants to the BIGGEST ideas inspired by Clifford's Big Ideas

It only takes a little to BE BIG


New York — April 20, 2009 — Scholastic Media (NASDAQ: SCHL; announced today, in celebration of National Volunteer Week, the "Be Big In Your Community Contest" as part of its ongoing Clifford The Big Red Dog® BE BIG!™ campaign ( to support civic engagement. The national contest invites kids of all ages, teachers, parents and community leaders to submit a BIG idea that demonstrates Clifford’s Big Ideas (Share, Help Others, Be Kind, Be Responsible, Play Fair, Be a Good Friend, Believe in Yourself, Have Respect, Work Together and Be Truthful) to enter for a chance to win a community grant to be used towards implementing the winning proposals. One (1) grand prize entry will be honored with a $25,000 community grant and ten (10) runner up entries will each be honored with a $2,500 community grant (via HandsOn Network affiliate organizations or designees) from the Be Big Fund. ( The mission of the Be Big Fund is to recognize and reward others for their BE BIG actions, catalyze change in local communities and provide resources to share BIG ideas.

"Scholastic is delighted to sponsor the "Be Big In Your Community Contest" and provide children and families the opportunity to make a real difference in their community," said Deborah Forte, President of Scholastic Media and Executive Vice President of Scholastic Inc, the global children's publishing, education and media company. "The BE BIG campaign is about inspiring people of all ages to work together to embrace Clifford’s Big Ideas each and every day. The contest serves as a call to action for those committed to espousing the ideals of Clifford's Big Ideas to improve the lives of others while taking pride in service to their community."

"National Volunteer Week is the perfect time to celebrate youth engagement in service" said Michelle Nunn, CEO of Points of Light Institute and co-founder of HandsOn Network. "HandsOn Network is thrilled to join Scholastic in helping people to take action in support of Clifford’s Big Ideas to make a difference.” HandsOn Network, ( a key operating arm of Points of Light Institute, is the largest volunteer management organization in the nation. The organization equips, mobilizes and inspires people to take action that change the world.

On Tuesday, April 21 and Wednesday, April 22, in conjunction with HandsOn Network affiliate organizations, hundreds of children will participate in BE BIG in school events nationwide. In New York City, Philadelphia, Miami, Atlanta and Chicago, Clifford The Big Red Dog will appear to join teachers and students to celebrate what it means to BE BIG.

"Be Big In Your Community Contest" submissions will be accepted on the Clifford BE BIG website ( or via standard mail today through June 26, 2009 and is open to all legal residents of the U.S. Submissions will be evaluated by a panel of judges from Scholastic Inc. and HandsOn Network based on the following criteria: feasibility, creativity, sustainability and impact. Official Rules are available at and at NO PURCHASE NECESSARY. Void where prohibited or restricted by law.

In addition, PBS KIDS® will air episodes during National Volunteer Week that highlight the following BIG ideas*:

Monday April 20th
Magic in the Air: Big Idea: Be Responsible Everyone Loves Clifford: Big Idea: Be Kind

Tuesday, April 21st
Who Me, Jealous? Big Ideas: Believe in Yourself; Be Responsible
A Bunny In A Haystack: Big Idea: Be Responsible

Wednesday, April 22nd
Doggie Garden: Big Ideas: Help Others; Work Together Captain Bridwell’s Treasure: Big Idea: Be Truthful

Thursday, April 23rd
Clifford's Carnival: Big Ideas: Work together; Be Responsible Clifford's Doggy Reunion: Big Ideas: Have Respect; Be a Good Friend

Friday, April 24
Who Me, Jealous? Big Ideas: Believe in Yourself; Be Responsible A Bunny In A Haystack: Big Idea: Be Responsible <



The national Clifford BE BIG program invites everyone, big and small, to raise awareness for how Clifford’s BIG Ideas can make the world a better place and was informed by a research study commissioned by Scholastic Media assessing the relevance of a Clifford cause campaign. This study found that 70% of parents believe the BE BIG campaign would meet a current community need, and found the BE BIG campaign highly appealing. The large majority of respondents felt the BE BIG campaign would not only be meaningful to children because it would reinforce the values and lessons that parents strive to impart, but that it would also be relevant to adults – both as parents and individuals.

The Big Ideas were borne out of the curriculum developed for the award winning animated television series, currently airing on PBS KIDS®. ( Now in its ninth season, Clifford scores high ratings with moms and is among the most popular PBS KIDS series for kids 2-5. Clifford enjoys 96% brand awareness among parents. The brand continues to perform well internationally with television episodes sold to more than 110 countries worldwide.

With more than 126 million books in print, Clifford is a literary classic that is embraced by parents, teachers and kids. Scholastic will release Clifford The Champion, a new hardcover by Norman Bridwell, in September 2009.

ABOUT SCHOLASTIC Scholastic Corporation (NASDAQ: SCHL) is the world's largest publisher and distributor of children’s books and a leader in educational technology and children's media. Scholastic creates quality educational and entertaining materials and products for use in school and at home, including children's books, magazines, technology-based products, teacher materials, television programming, film, videos and toys. The Company distributes its products and services through a variety of channels, including proprietary school-based book clubs and school-based book fairs, retail stores, schools, libraries, television networks and the Company’s Internet Site,

ABOUT HANDSON NETWORK HandsOn Network, a business unit of Points of Light Institute, creates opportunities for people to apply their interests and passions to make a difference in communities. The Network is leading people from impulse to action turning their ideas for change into real projects like building wheel chair ramps, watershed protection projects and tutoring programs. 250 plus affiliates help nonprofits, community and government organizations manage and develop the leadership capacity of volunteers. In 2007 alone, these HandsOn Action Centers helped to deliver more than 33 million hours of volunteer service valued at $1.2 billion dollars.

ABOUT PBS KIDS and PBS KIDS GO! PBS KIDS, for preschoolers, and PBS KIDS GO!, for early elementary school kids, offer all children the opportunity to explore new ideas and new worlds through television, online and outreach programs. With positive character role models and content designed to nurture a child’s total well-being, PBS’s online and community resources – including PBS KIDS online (, PBS KIDS GO! online (, PBS Parents (, PBS Teachers (, PBS KIDS Raising Readers and literacy events across the country – leverage the full spectrum of media, technology and community to build knowledge, critical thinking, imagination and curiosity. Empowering children for success in school and in life, only PBS KIDS and PBS KIDS GO! have earned the unanimous endorsement of parents, children, industry leaders and teachers. PBS is a nonprofit media enterprise owned and operated by the nation’s 356 public television stations, serving more than 115 million people on-air and online each month and reaching 99% of American homes.

Online press kit available at


Brian Reinert / Ashley Gillen

* Full episode descriptions available by request