Lamar Advertising, one of the world’s largest outdoor advertising companies, announced its in-kind partnership with Dolly Parton’s Imagination Library for 2025. Over the next year, Lamar will contribute more than $2 million worth of digital Out of Home (DOOH) media to help raise awareness, increase donations, and enroll children in this impactful literacy program.
The Imagination Library
Founded in 1995 by Dolly Parton, inspired by her father’s illiteracy, the Imagination Library is a free book gifting initiative sending high-quality, age-appropriate books monthly to children from birth until age five. To date, the program has gifted over 270 million books worldwide and currently mails more than 3 million books each month across the U.S., Canada, the UK, Australia, and Ireland. In the U.S., one in seven children under five benefits from the program.
Partnership Highlights
- Lamar’s digital billboard network will amplify Imagination Library’s mission nationally during its 30th anniversary year.
- This partnership follows Lamar’s previous collaborations with Boys & Girls Club (2024) and Make-A-Wish (2023).
- The initiative aims to strengthen local community support for literacy and expand program enrollment.
Jeff Conyers, Vice Chair and President of The Dollywood Foundation, expressed gratitude for Lamar’s support, highlighting the partnership’s significance in celebrating the program’s milestone anniversary.
Leadership Voices
Sean Reilly, CEO of Lamar Advertising, emphasized the growth of the Imagination Library from a Tennessee-based initiative to an international literacy champion. He reiterated Lamar’s commitment to leveraging its digital outdoor network to extend the gift of reading to more children nationwide.
Beyond Imagination Library
Lamar will also continue dedicating digital billboard space throughout 2025 to promote other worthy causes, reinforcing its dedication to community impact beyond commercial advertising.
