New initiative, founded by global media executive Joel Weinshanker, champions creativity as essential for child development
Every Child Deserves to Dream, a newly launched initiative by philanthropist and media executive Joel Weinshanker, is committed to ensuring that every child has the opportunity to imagine, create, and thrive. Rooted in the belief that creativity is fundamental to childhood development, the initiative is making an impactful debut with a significant donation 100,000 costumes worth over £1 million to children across the UK. This initiative allows thousands of children to fully participate in World Book Day® on 6th March, fostering excitement and engagement in storytelling.
This donation comes at a crucial time, as economic challenges in the UK are severely affecting families’ ability to provide creative opportunities for their children. A UNICEF UK report highlights that 71% of families are struggling financially, with over half cutting back on playgroups, books, and creative materials. Additionally, more than 4.2 million children now live in poverty, meaning that in an average classroom of 30 pupils, nine face financial hardship. For many families, purchasing a costume for World Book Day is simply not a possibility, preventing children from fully embracing the joy of the event.
To maximise its immediate impact, Every Child Deserves to Dream has partnered with leading costume brands Rubies and Smiffys to launch the ‘All Dressed Up’ campaign. Through this collaboration, 100,000 costumes will be distributed to eligible schools in partnership with Parentkind, enabling children from all backgrounds to take part in the nationwide literary celebration.
Addressing the Creativity Gap
Joel Weinshanker, founder of Every Child Deserves to Dream, emphasised the importance of creative access for all children: “It’s heartbreaking to think that some parents have to choose between feeding their children and fostering their imagination. Every child deserves the opportunity to dream, explore, and express themselves. With this initiative, we aim to ignite their creativity and confidence, starting with World Book Day.”
Studies consistently highlight the link between creativity and literacy. Parentkind’s National Parent Survey found that one in six parents of primary school children lack access to age-appropriate books at home, while one in seven admit to reading to their children for fun only once a month or less. Furthermore, research by the World Book Day charity indicates that 72% of children in early years and primary education believe dressing up makes reading more enjoyable. By providing costumes, the initiative helps to bridge the gap between literacy and imaginative play, reinforcing the connection between creativity and learning.
A Long-Term Commitment to Creativity
The ‘All Dressed Up’ donation campaign is just the beginning of Every Child Deserves to Dream’s long-term vision. Beyond World Book Day, the initiative will continue developing programmes and partnerships with schools, libraries, and community organisations to provide children with creative tools and immersive play experiences. The goal is to ensure that all children, regardless of their background, have the opportunity to explore their imagination and express themselves through creativity.
Moving forward, Every Child Deserves to Dream will work to expand its reach, increasing the number of children who can benefit from creative resources. Future initiatives will include storytelling workshops, access to arts and crafts materials, and collaborations with educators to ensure creativity remains a core element of childhood development.
For those wishing to support World Book Day’s mission to improve the lives of children across the UK, donations can be made to the charity directly.
