Johannesburg: Award-winning low-cost airline Mango has partnered with Times Media Films, the Nelson Mandela Children’s Fund, Penguin and several other partner brands in a large book collection drive in tandem with the release of the Steven Spielberg directed Roald Dahl classic The Big Friendly Giant. Beyond promoting literacy and reading, collected books will be handed to hospitalized children by the Nelson Mandela Children’s Hospital Trust. Cinemas, Exclusive Books outlets and Mango check-in counters will become deposit points for publics to donate new and well-read books. The campaign also forms part of Mango’s Nelson Mandela International Day activities.
“Mango has always placed great emphasis on community engagement,” says CEO Nico Bezuidenhout, “and to this end we continually seek out partnerships and projects that touch the lives of South Africans. Whether or not someone has flown with us before, Mango is the airline for all the people and concomitant to that is our ongoing commitment to many projects that we drive.” He adds that for the past decade the airline has been hands on in terms of all its social development activities with several dozen community vegetable cooperatives, Operation Hydrate and learner career days among others. “We encourage everyone to drop off a book at any participating cinema around the country or when they travel to pop past our check-in counters and do your bit.”
Times Media Films, who distribute Amblin Entertainment titles in South Africa, have made screen time available for the initiative as well as engaged with Cineplexes to create collection points. “South Africans have always dug in and become involved,” says Times Media Films Independent Films Marketing Manager Christiana Kossioris, and says that she expects publics to be inspired by the campaign. “The Big Friendly Giant is not only a classic children’s tale but, Steven Spielberg’s translation onto the big screen is simply spectacular.” Kossioris expects the movie to be one of this year’s box office hits. “What better vehicle to showcase the partnership between Mango and Times Media Films to benefit the Nelson Mandela Children’s Hospital Trust than one of the biggest movies of the season.”
The Big Friendly Giant opens in cinemas nationally on 1 July. Book deposit points are available in all malls with participating cinemas and Exclusive Books outlets.