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Boston's Reading Is Fundamental Programs Receive Back-to-School Support Through Book A Brighter Future

Macy's customers shop for less while supporting children's literacy in their own community

BOSTON—August 13, 2009—The Reading Is Fundamental (RIF) program at ReadBoston is a local beneficiary of the Book A Brighter Future campaign, a national partnership with Macy's to raise awareness and support for children's literacy as well as provide reading resources for children who lack adequate access to books. In the state of Massachusetts, RIF provides free books to 63,888 underserved children and in Boston alone, serves 50,000 children in 165 sites throughout the city.

As families in the Boston area prepare to send their kids back to school, Macy's is giving customers the opportunity to support local children's literacy programs while saving money with in-store coupons. The Book A Brighter Future campaign is an annual promotion held at Macy's stores nationwide during the back-to-school season. Through August 31, customers can give $3 to RIF at any children's department and receive a store-wide coupon for $10 off a $50 in-store purchase.

"So far, we've seen a lot of community support with this campaign," says RIF President and CEO Carol H. Rasco. "Through the Book A Brighter Future campaign, one dollar of every three received is being invested locally to support programs like ReadBoston and other children's literacy initiatives."

In 2007, according to the National Center for Education Statistics, 19 percent of 4th-graders in Massachusetts scored below basic reading proficiency, 32 percent performed at a basic level, 33 percent scored proficient, and 16 percent scored advanced. The proceeds from this important campaign will enable RIF to provide the resources needed to help increase the reading proficiency of those children who fall behind each year.

"RIF is building a brighter future for so many children across the nation by providing them with the reading resources they need to succeed in school and in life," adds Rasco. "Let's start this back-to-school season on the right foot to help build our communities and strengthen literacy skills for every child in need."

To learn more about Book A Brighter Future in your community, to make a donation, and Tell-A-Friend for a chance to win a $1,000 shopping spree from RIF at Macy's, visit: http://www.rif.org/brighterfuture.

About Macy's
Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers. For Macy's media materials, images and contacts, please visit our online pressroom at www.macys.com/pressroom.

About RIF
Reading Is Fundamental, Inc. (RIF), founded in 1966, motivates children to read by working with them, their parents, and community members to make reading a fun and beneficial part of everyday life. RIF's highest priority is reaching underserved children from birth to age 8. Through community volunteers in every state and U.S. territory, RIF provides 4.5 million children with 16 million new, free books and literacy resources each year. For more information, and to access reading resources, visit RIF's website at www.rif.org.

Discover the Joy!

Press Contact:
Alison Beckwith, RIF


Boston's Reading Is Fundamental Programs Receive Back-to-School Support Through Book A Brighter Future