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Staples Enlists Celebs For Back-To-School

Staples

Staples is ramping up its back-to-school charitable effort with the help of three celebrities in a digitally focused effort.

In conjunction with DoSomething.org, the Boston-based retailer is bringing the national school drive program online and mobile in a new way for the brand.

The effort, from Alloy's AMP Agency and Alloy Digital, kicks off July 6 and runs through Sept. 18. "Give-Back Pack" (www.staplesgivebackpack.com) features country music star Kellie Pickler, TV star/singer Drake Bell and pop music star Jason Derulo as "pack leaders."

Fans can go online to pick their pack leader and gain exclusive content to their celebrities as well as tips for planning their own Do Something 101 drives. With every member who signs up to join their pack, the celebrities will donate $1 to Do Something 101, up to $5,000 per pack. At the end of the program, select winners will have a chance to meet their favorite star and receive special autographed merchandise.

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Also new in 2010, Staples has made it easy for parents to get involved through a new text-to-donate campaign. By texting NOTEBOOK to 20222, they can donate $5 directly to the Do Something 101 campaign. Funds raised will be dispersed to the beneficiary organizations already matched to Staples stores. Staples kicked off the back-to-school effort with a PSA in May starring "Twilight" actress Nikki Reed.

A new PSA featuring the three music artists will run on sites in the Alloy Digital Network, which is the top-ranked community for teens according to comScore, reaching over 50 million young adults. The PSA also will air on Alloy's Channel One Network this fall, the television news network for teens reaching over 6 million students.

By signing up for a "Give-Back Pack," teens can get behind an important cause, spread the word and gain access to exclusive content and sweepstakes offers, says Don LeBlanc, Staples Inc. senior vice president of retail marketing.

"The back-to-school season is a perfect time to conduct this cause marketing campaign," LeBlanc tells Marketing Daily. "Our marketing messages communicate our numerous ways to save, our expanded assortment of technology products and services, and the hottest new supplies.

"We can also remind them that some people cannot afford even basic school supplies like notebooks and pencils. The Staples/Do Something 101 School Supply Drive is an easy way for anyone to make a difference in their local communities."

Staples has a long-standing history and commitment to supporting education and wants to arm young students with the tools they need to succeed in school, LeBlanc says. "The first two years of the campaign were so successful in helping thousands of teens prepare for school that we decided to continue these efforts for a third year to make the campaign the most successful program to date," he adds.

During the first two Do Something 101 school supply drives, Staples and DoSomething.org, with the help of celebrity supporters Jordin Sparks and Ciara, raised more than $750,000.

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