Yellow Glasses Project

OLV, Social, Influencer, Retail, Brand Partnerships

Copywriter | Tracy-Locke

The Dollar General Literacy Foundation (DGLF) invests in literacy programs that empower people to pursue their goals and dreams. I helped DGLF launch their ongoing campaign, the Yellow Glasses Project. 

Literacy isn’t just your ability to read. It’s your ability to connect. To dream, and achieve. 

In support of DGLF’s fundraising – and the millions of citizens growing from it – my team wanted to build something people could see themselves supporting. Something that combined literacy, it’s rising stars, and of course, cost-effectiveness. 

Then boom, it hit us: yellow glasses. Glasses for reading and seeing someone shine. Yellow for intelligence, and of course, Dollar General. 

But that’s just the beginning. We had to give meaning to the glasses. We had to debut them in a meaningful way. Which is why I developed the influencer-led social campaign to spread the word.

We wanted to show the more emotional side of literacy. Reading with your children, spending time with loved ones – the connection side of it all.

Now six years, $5+ million raised, and another 1+ million people learning to read, DGLF continues to run this campaign.