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Press release from CNW Group

Indigo's Adopt a School Program Delivers 32,500 New Books to 154 Canadian Public School Libraries

Thursday, October 06, 2011

Indigo's Adopt a School Program Delivers 32,500 New Books to 154 Canadian Public School Libraries10:55 EDT Thursday, October 06, 2011Canadians raise funds to benefit children's literacy in third-annual fundraising programTORONTO, Oct. 6, 2011 /CNW/ - 154 public school libraries nationally will get a fresh start this school year with 32,500 new books that will be purchased with $391,000 raised through Indigo's annual Adopt a School campaign. From September 11th to October 1st, Indigo, Chapters and Coles stores across Canada "adopted" public schools in their communities from Victoria, British Columbia to St. John's, Newfoundland. Through in-store events, online donations at adoptaschool.indigo.caand special edition Indigo e-gift cards, the 2011 Adopt a School campaign surpassed last year's donations by 21%.During the three-week fundraising drive, Canadians passionate about literacy tapped their online social networks and communities encouraging friends, family and neighbours to "adopt" their local schools and raise funds for books. For every 100 "adoptions," Indigo donated one book to the school. Individual stores added unique events to the campaign including an African drumming night hosted by Indigo Bay/Bloor for Toronto's Rose Avenue Junior Public School; while students at Forest Park Elementary distributed handcrafted bookmarks to anyone who made an in-store donation at Chapters Nanaimo in British Columbia.  Giving a gift that gives, resonated with Canadians during this year's campaign with 70% of online donations coming from the purchase of special limited-edition Indigo e-gift cards redeemable at Indigo, Chapters and Coles stores as well as online at indigo.ca.Good News by the Numbers$391,000was raised for 154 public school libraries -21% more than in 201041 schools surpassed their fundraising goal by raising more than one book per child in their school14 schools also surpassed their fundraising goals, raising more than two and three times their fundraising goals"Thank you to Canadian booklovers who, again this year, demonstrated overwhelming generosity and support for childhood literacy and Indigo's Adopt a School Program," says Jennifer Jones, Director, Indigo Love of Reading Foundation."The schools identified this year were using worn-out, out-dated books and learning materials to teach our children. Now, the gift of reading during the critical elementary school years is even more possible for children at high-needs schools across the country."To date, Adopt a School has raised more than $924,000, putting more than 80,000books into the hands of children at 459 elementary schools across Canada.Fundraising will continue online at adoptaschool.indigo.ca until June 1, 2012 given the overwhelming interest by and support of Canadians.Schools interested in participating in next year's Adopt a School program should apply at adoptaschool.indigo.ca/eng/application.About Indigo Love of Reading Foundation Indigo Books & Music Inc. founded the Indigo Love of Reading Foundation in 2004 to address the underfunding of public schools, their libraries and the resulting literacy crisis.  Every year the Indigo Love of Reading Foundation commits $1.5 million to high-needs elementary schools so they can rebuild their libraries with the purchase of new books and education resources.  To date the Indigo Love of Reading Foundation has committed more than $10 million to 110 schools nationally.About Indigo Books & Music Inc. With books always at our heart and soul we at Indigo are about telling stories and creating experiences. Indigo is Canada's largest purveyor of ideas and inspiration to enrich your life, with books, specialty toys, gifts and lifestyle enhancing products that affordably offer intrinsic quality, beauty and timelessness of design. Indigo is a publicly traded Canadian company listed on the Toronto Stock Exchange (IDG). As the largest book and specialty retailer in Canada, Indigo operates in all provinces under different banners including Indigo Books & Music; Indigo Books, Gifts, Kids; IndigoSpirit, Chapters, The World's Biggest Bookstore, and Coles. The online division, www.chapters.indigo.ca, features books, eBooks, toys, music and DVDs, and hosts the award winning Indigo Online Community.  For further information: For more information about the Indigo Love of Reading Foundation and the Adopt a School program please contact: Lisa Huie Indigo Books & Music Inc. 416-646-8926 lhuie@indigo.ca   Natalia Williams MS&L 416-847-1310 natalia.williams@mslworldwide.com