Barnes & Noble, one of the nation's largest bookseller, annually hosts over 100,000 community events nationwide, but not globally. Books for Africa is a non-profit organization that collects, sorts and distributes books to schools and libraries in Africa. The objective was to pair a retail corporation with a charitable organization and create a social awareness campaign that includes a give-back system, name for the charity drive, brand and graphic identity, deliverables and implementation of graphics. The collaboration between the two should produce greater results than either group could produce separately.
"Twice Upon a Time..." is a book drive hosted by Barnes & Noble to collect funds and books for Books for Africa. Barnes & Noble customers benefit from the satisfaction of donating books as well as discounts on their own purchase of educational or literary books.