Creative Brief

At Little, we emphasize caring for one another and our communities and do our best to spark a spirit of excitement and discovery in everyone around us. Our annual MLK Day book drive celebrates Dr. King’s legacy by advocating for systemic change through the power of culturally inclusive literature. These books, which reflect diverse cultures and experiences, foster belonging and empathy among readers of all backgrounds. They also play a pivotal role in shaping children’s worldview, ensuring they perceive the world as it is—wonderfully diverse!

Partnering with a local literacy nonprofit, each Little office collects culturally inclusive books through donation drop boxes and curated Amazon wish lists during a weeklong book drive that coincides with the MLK Day holiday. Internally promoted, the campaign serves as an opportunity to unite employees across Little’s six offices and promote social equity, embodying the firm’s brand values of Care, Stretch, and Spark. External promotion on social media invites widespread participation, amplifying the drive’s impact.

This year, we collected 662 culturally inclusive children’s books during our 2024 MLK Day book drive, surpassing our goal by 164.8% and achieving a remarkable 274% increase from 2023. Each office had a participation rate above 71%, with four offices collecting more books than their total staff count. But most meaningful were the heartfelt notes of gratitude received from our nonprofit beneficiaries.