Performance: Inspire

Live Healthier

By 2015, all Disney-controlled advertising on U.S. kid-focused media platforms and Disney-owned online destinations oriented to families with younger children will be with food and beverages that comply with the nutrition guidelines

In 2012, Disney became the first major media company to set a new standard for food and beverage advertising to kids in the United States. Disney kid-oriented media platforms alone reach almost 100 million U.S. households, presenting a significant opportunity to make a positive impact on the type of food marketing children view every day. Disney’s kid-focused media platforms include Disney Channel, Disney XD, Disney Junior, Radio Disney, and ABC’s owned-and-operated stations’ Saturday morning kids’ programming.

In 2013, Disney introduced the nutrition guidelines to its existing advertisers and worked with them to help identify products that meet the guidelines or that could be promising candidates for reformulation. Disney also began seeking new advertisers to feature a more nutritionally balanced range of foods and compensate for the loss of food and beverage advertising that is no longer eligible. Disney’s ad sales teams embraced this commitment and were able to shift the portfolio of food and beverages advertised so that 56% of all Disney-controlled food and beverage advertising on the U.S. kid focused media platforms and Disney-owned online destinations oriented to families with younger children in 2013 was compliant with the nutrition guidelines.

By 2020, increase the percentage of globally licensed wholesale food sales dedicated to everyday foods that meet our global nutrition guidelines from 66% to 85%, and continue to meet our 85% target in North America

Disney licenses its brands and characters on a range of food products available to consumers in retail stores worldwide. We make an effort to work with licensees who offer a portfolio of food that kids enjoy and parents feel good about serving. Further, we aim to prioritize and promote wholesome foods such as fruits, vegetables, low-fat dairy, whole grain, and lean proteins that contribute to a healthful diet. In 2006, we set a long-term goal of balancing our licensed food portfolio so that 85% of it would meet our nutrition guidelines. The balance of our licensed food portfolio allows for special occasion items such as birthday cakes, confectionery products, and other celebratory treats.

In North America during 2013, we continued to meet our target of having 85% of wholesale food sales consist of everyday foods that meet our nutrition guidelines. Globally, we made significant progress toward our 2020 target. In 2013, 74% of globally licensed wholesale foods sales—up from 70% in the previous year—consisted of everyday foods that meet our global nutrition guidelines

Along with our efforts to balance the portfolio, Disney Consumer Products strives to demonstrate leadership by actively pursuing products that include fruits and vegetables and make them more appealing to kids. To this end, in 2013 our North American licensing business provided over 542 million servings of fruits and vegetables to kids and families through a broad network of retail and wholesale partners.



Disney continues to add nutritious food and beverages in our Parks and Resorts, making healthier options easily accessible for families while on vacation.

By 2016, support the creation of 50 play spaces for kids

In 2013, Disney supported the creation of 11 new playground projects and provided grants for 7 Imagination Playgrounds (a mobile kit of foam objects suitable for a variety of indoor and outdoor spaces). This increases our total, since 2012, to 23 new playgrounds and 17 Imagination Playgrounds, for a total of 40 play spaces. Playgrounds were built across the U.S., including in Breezy Point, NY, to support rebuilding efforts after Hurricane Sandy and in Los Angeles, CA, at Para Los Ninos, who provide programming to promote self-sufficiency and social well-being for children and families. The playground projects for 2013 brought the joy of play to over 21,900 kids. In addition, Disney VoluntEARS helped build the playgrounds in collaboration with volunteers in local communities.


Strengthen Communities

By 2020, provide opportunities for kids and families to take 20 million actions that help people, communities, and the planet

In 2013, Disney Friends for Change inspired more than 1 million kids and families to take small actions in their own lives that add up to big change, from online pledges to protect the planet and stop bullying in schools to programs supporting youth leadership development. Through annual Disney Friends for Change Grants, more than 11,000 youth took part in organizing projects to improve local communities and impact more than 16,000 individuals in the U.S. and Latin America. Back-to-school programs helped to distribute donations of more than 40,000 supply kits to Boys & Girls Clubs of America, while ongoing sponsorship of Points of Light Foundation’s Family Volunteer Day galvanized kids and families to organize volunteer projects supporting more than 45,000 individuals in a single day.

Through Club Penguin’s Coins For Change, over 3.4 million individual people played online games and donated virtual coins to help real-world projects and charities around the globe. Because of this support, ten projects will share a $1M donation that will provide medical help, build safe places, and protect the planet. Through the Club Penguin Think We! speaking tour, over 10,000 children were given tools and inspired to take action to make a difference. Through the Club Penguin Think We! matching gift program, over 45,000 children had their fundraising matched for Free The Children’s Adopt a Village program. In total, these efforts accounted for over 4.5 million actions taken in 2013 to help people, communities, and the planet.

And cumulatively, since 2012, we have provided kids and families the opportunities to take over 8.8 million actions31to help people, communities, and the planet.

  1. Due to recalculation, we have restated the reported number of actions taken in 2012 from 4.6 million to 4.3 million.

By 2020, contribute more than 5 million hours of employee community service through the Disney VoluntEARS program

In 2013, Disney VoluntEARS gave over 667,000 hours of service to nonprofit organizations in communities around the world. Since 2012, this brings our total to more than 1.2 million hours and puts us on track to meet our 2020 target. In 2013, Disney VoluntEARS gave 81,000 more hours than in 2012. This increase is primarily due to the promotion of the 30th anniversary of our signature employee Disney VoluntEARS program that inspired VoluntEARS from over 80 locations around the world. To celebrate this milestone, Disney employees volunteered in a variety of ways throughout May by building playgrounds, distributing books to military and veteran families, and participating in clean-up events such as the one at the Great Wall of China with The Nature Conservancy (click here for more information and photos). As part of the continued evolution of the Disney VoluntEARS program, we piloted a skills-based Disney VoluntEARS program benefiting Boys & Girls Clubs in Los Angeles. Through this initiative, Disney VoluntEARS worked on numerous projects, including website development, finance and accounting, a marketing strategy plan, and the creation of a brochure.


The Disney VoluntEARS program celebrated its 30th anniversary with service projects around the world.



By 2020, positively impact the lives of 10 million children and families in need

In 2013, Disney positively impacted the lives of more than 4 million kids and families through hospital visits, military and veteran family support, disaster preparedness and relief efforts, wish granting, and other community-related programs. For example, the “May the Fourth Be With You” event, supporting the launch of The Rebels, with Lucasfilm, included hospital visits by Disney XD and Disney Channel talent with patients and families. Additionally, The Walt Disney Company, ESPN, and Special Olympics announced a two-year global initiative that will leverage the power of sports to promote an environment of social inclusion and acceptance by uniting people with and without intellectual disabilities through the Special Olympics Unified Sports program.

Since we launched this target in 2012, we have positively impacted 4.7 million children and families in need. The 2013 number represents a significant increase from that reported in 2012 for two primary reasons. First, 2013 was the 30th anniversary of our signature employee VoluntEARS program, which we celebrated through volunteer events positively impacting kids and families throughout the year and around the globe. Second, we improved our data collection process this past year, which allows us to more fully reflect our total impact.

By 2014, donate 18 million books to organizations that provide new books to children in need

Disney has a long tradition of storytelling. To this end, Disney joined forces with key nonprofit organizations with the goal of sharing the gift of storytelling with the next generation of readers and storytellers. For example, Disney | ABC Television Group launched the “Disney XD & Marvel Literacy & Storytelling Campaign,” delivering books and sharing the power of storytelling across the country. In 2013, we donated over 8 million books to nonprofit organizations through First Book. This brings our total to more than 16 million books donated since 2012. These donations help provide books to children who otherwise may have had little or no access to new books.

By 2014, set a baseline for the percentage of employees who volunteer at least one hour of service annually in the VoluntEARS program

We currently track volunteer total hours rather than the number of employees who have volunteered. Collecting this new data requires the development and implementation of a new global volunteer tracking system. Rather than continuing to publish incremental information on the status of this project, in 2013 we decided to remove this target. Going forward, we will continue to explore different ways to measure the impact and efficacy of our VoluntEARS program and will report on our progress in future Performance Summaries.

Conserve Nature

Between 2009 and 2013, annually increase the level of support to nonprofit organizations from the Disney Worldwide Conservation Fund

Founded on Earth Day in 1995, the Disney Worldwide Conservation Fund (DWCF) provides financial support for the study of wildlife, the protection of habitats, and the development of community conservation and education programs in critical ecosystems around the world. The DWCF also provides special grants that help kids get hands-on conservation experience by connecting them to nature through exploration and discovery.

In 2013, the Disney Worldwide Conservation Fund distributed a total of $7.3 million through its various programs, a 69% increase over the amount granted the previous year. Funds for the DWCF come from a combination of Disney direct contributions, guest contributions made at select Walt Disney Parks and Resorts (WDP&R), a percentage of the proceeds from select WDP&R merchandise and guest programs, and contributions related to special initiatives like the Disneynature film campaigns.

In 2013, DWCF celebrated its 1,000th conservation grant since its founding. To date, through our annual conservation grant program, Disney has supported initiatives in 112 countries. The Fund also recognized 14 Disney Conservation Heroes this year, celebrating individuals and communities working tirelessly to protect endangered wildlife and habitats. This year, DWCF collected contributions from songs produced in conjunction with Disney Friends for Change to support the DWCF Rapid Response Fund, which helped address animal and wildlife emergencies resulting from disasters such as Hurricane Sandy and the wildlife trade threatening elephants in Kenya and beyond.

By 2015, connect 35 million kids and families with nature experiences

The momentum continues as we create opportunities for kids and families to connect with the wonder of nature across the company and through philanthropic support to nonprofit organizations. For 2013, we connected kids and families to 12.9 million specific interactions with nature experiences. Approximately 9.1 million of these interactions came from nature experiences at our Parks and Resorts (i.e., Castaway Cay and Disney Vacation Club Resorts) and the other 3.8 million come from kids and nature grants. This brings us to a total of 25.4 million experiences since 2012, putting us over 70% of the way toward our goal.

We believe experiences with nature have the potential to spark a lifelong interest in conservation. Every day, we provide immersive experiences that connect kids and families with nature throughout our Parks and Resorts. Our “Animals, Science and Environment” cast members track each conservation interaction they deliver through our numerous educational programs and experiences. From savanna tours on Kilimanjaro Safari to one-on-one interactions with marine life, the magic of nature comes to life at Disney’s Animal Kingdom Theme Park and The Seas at Epcot.

We also facilitate great nature experiences at Castaway Cay (Disney Cruise Line’s private island) and at our Aulani and Vero Beach Disney Vacation Club Resorts. At Vero Beach, for example, guests can join a conservation biologist to inventory and report on sea turtle nests. And at Castaway Cay, our marine science experts provide guests with the opportunity to witness live stingrays in their natural environment. These experiences helped us connect 9.1 million kids and families with nature in 2013.

In addition, we provide philanthropic support to nonprofit organizations that are implementing the most effective strategies for connecting kids and families with nature experiences around the world. In 2013, we continued to expand our investment with key organizations through grants from the Disney Worldwide Conservation Fund.

For example, Disney’s grant to the National Park Foundation’s Ticket to Ride program covered the transportation costs for thousands of kids to experience our national parks through educational programs with Park Rangers. We were also excited to help expand the National Wildlife Federation’s Hike & Seek events around the United States. These events bring families together in nature through a hike combined with a fun scavenger hunt. Our kids and nature grants played a critical role in helping connect 3.8 million kids and families with nature in 2013.


Education cast members at Disney's Animal Kingdom help families discover the wonder of nature.



Think Creatively

Our efforts to nurture creative thinking skills have just begun. We are building upon the lessons learned from the pilot creativity grants we described in our 2012 Performance Summary, and plan to create new targets related to creativity during fiscal year 2014.

For more information on Think Creatively, see p. 46 of the Performance Summary.


Disney sponsored the World Maker Faire New York, where thousands of attendees celebrated creativity, ingenuity, and innovation.