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 2014, 50% of advertising for foods and beverages was compliant 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. Between Disney-owned online destinations oriented to families with younger children and Disney’s kid-oriented media platforms, which reach almost 100 million U.S. households, Disney has 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.

Since 2012, Disney has introduced its Nutrition Guidelines to its existing advertisers, working with them to help identify products that meet the guidelines or that could be promising candidates for reformulation. Disney has been actively 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.

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

In 2014, 71% of globally licensed wholesale food sales consisted of everyday foods that meet our global Nutrition Guidelines; we remain on track to meet the 2020 target. In 2014, North America continues to meet the target.1 Disney licenses its brands and characters on a range of products available to consumers in retail stores worldwide, and we make an effort to work with licensees who offer a nutritious portfolio of items that kids enjoy and parents feel good about serving. 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 wholesale food sales would meet our Nutrition Guidelines and support children’s health. The remainder of our licensed food and nutrition portfolio allows for special occasion items such as birthday cakes, confectionery products, seasonal items, and other celebratory treats.

Along with our efforts to balance our portfolio, Disney strives to demonstrate leadership by actively pursuing products that include fruits and vegetables and making them more appealing to kids. To this end, since 2006, our North American licensing business provided over 4 billion servings2 of fruits and vegetables to kids and families through a broad network of retail and wholesale partners.

  1. The North America calculation excludes pre-2006 contractual agreements and aligns with evolving industry classifications for products that contribute to children's nutrition. We will assess evolving industry classifications internationally in 2015
  2. A serving is defined based on the USDA serving guidelines. Typically, 1 cup of fruit or vegetable is considered one serving.
By 2016, support the creation of 50 play spaces for kids

In 2014, Disney supported the creation of 11 new playground projects and provided a grant for one Imagination Playground (a mobile kit of foam objects suitable for a variety of indoor and outdoor spaces). Since 2012, we have helped support the creation of 34 new playgrounds and 18 Imagination Playgrounds, for a total of 52 play spaces. Playgrounds were built in communities across the United States, such as La Habra, CA, a city committed to empowering its residents to strive for better health, and in Oakland, CA, where an existing playground in an underserved community needed repairs after being damaged in a windstorm. Our 2014 playground projects brought balanced and active play to more than 26,000 kids. What’s more, Disney VoluntEARS helped build the playgrounds in collaboration with volunteers from local communities.

Think Creatively

The future requires creativity. That is why Disney is committed to unleashing the creative potential that exists within us all. Through innovative entertainment and engagement, our work brings kids and families together to imagine and build a brighter tomorrow.

Disney is proud to work with a variety of organizations to provide kids with tools and resources that nurture critical thinking, problem solving, and self-expression.

With Boys & Girls Clubs of America, we funded a six-week creativity learning program for middle school kids that was designed to reverse summer learning loss. The program was implemented at 260 Boys & Girls Clubs and reached 8,500 kids in the United States. Through our support of Playworks’ innovative play programs, we helped more than 24,000 kids from 44 low-income schools learn to creatively problem solve in groups and build a more inclusive school community.

Our Disney Musicals in Schools program provided grants and worked with kids, families, and teachers from 56 elementary schools across the United States to produce musicals in their communities to support multidisciplinary learning. This program has impacted over 4,000 students to date and has reached over 12,000 total individuals including teachers, parents, and other audience members.

Currently, Disney Musicals in Schools is available in:

    • New York, NY (Disney Theatrical Group)
    • Nashville, TN (Tennessee Performing Arts Center)
    • Las Vegas, NV (The Smith Center for the Performing Arts)
    • Seattle, WA (Seattle Theater Group)
    • Orange County, CA (Segerstrom Center for the Arts)

In 2014, Disney and Lucasfilm, in collaboration with Bad Robot, launched “Star Wars”: Force for Change, an initiative dedicated to finding creative solutions to some of the world’s biggest challenges. The initial campaign raised more than $4 million in critical funds for UNICEF’s Innovation Labs and programs, which will help build and scale ideas and inventions that will improve children’s lives around the world.

Disney was also proud to serve as title sponsor of the 2014 World Maker Faire, a gathering of 85,000 tech enthusiasts, educators, engineers, scientists, artists, kids, and families at the New York Hall of Science.

In our 2013 Performance Summary, we reported that we would develop targets to focus our work to nurture creativity in kids and families. Throughout 2014, we continued the process of developing targets, ensuring that they are aligned with our overall goals and objectives. We plan to introduce these targets during 2015 as we expand our efforts to build the most creative generation.

Conserve Nature

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

In 2014, we connected 13.4 million kids and families with nature experiences. We accomplished this by creating opportunities for kids and families to connect with the wonder of nature in our theme parks and resorts as well as through national and international philanthropic support to nonprofit organizations.

Approximately 9.3 million of these nature experiences were made possible by our Parks and Resorts (e.g., Disney’s Animal Kingdom and Castaway Cay), and the other 4.1 million came from grants to organizations that share our mission to connect kids and families with nature. Since 2012, we have connected a total of 38.8 million kids and families with nature, exceeding our target of connecting 35 million kids and families to nature by 2015.1

We believe experiences with nature have the potential to spark a lifelong interest in conservation. The "Animals, Science, and Environment" team is leading our Parks and Resorts to care for animals and the environment, connect people to nature, and conserve our natural resources. This group of scientists, educators, veterinarians, and animal care experts is focused on helping to protect species and creating lifelong conservation values in our guests and Cast Members. Every day, we provide immersive experiences that use the power of storytelling to connect kids and families with nature throughout our theme parks and resorts. Our “Animals, Science, and Environment” Cast Members track each conservation interaction they have with our guests through numerous educational programs and experiences. From savanna tours on Kilimanjaro Safaris to one-on-one interactions with marine life, the magic of nature comes to life every day at Disney’s Animal Kingdom Theme Park and The Seas at Epcot.

We also facilitate 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 kids and families with 9.3 million nature experiences in 2014.

Philanthropic support is provided to nonprofit organizations that are implementing the most effective strategies for connecting kids and families with nature experiences around the world. In 2014, we focused our philanthropic efforts on removing barriers for children to get outside. For example, Disney’s support of helps families find nature activities in their own communities. Disney’s grant to the National Park Foundation’s “Open OutDoors for Kids” program covered the transportation and other costs for thousands of kids to experience our national parks through educational programs with National Park Service rangers. Our support of Jane Goodall’s Roots & Shoots program helped youth in nine countries complete projects that aid people and the planet. We also supported the National Wildlife Federation’s Great American Backyard Campout to bring families together. Our kids and nature grants played a critical role in helping connect 4.1 million kids and families with nature in 2014.

Although not included in the target numbers, in 2014, we also launched the Disneynature Explore app as a means of using technology to help kids (ages 4–8) interact with nature in their own backyards. This app was a Gold Winner of the Parents’ Choice Award and also a Tech with Kids “Best Pick” Award recipient.

  1. Each of the 9.3 million interactions may not reflect individuals, as there may be kids and families who have participated in more than one nature experience. For this reason, we report on the number of nature experiences rather than the exact number of kids and families connected. However, through the grants we support and the interactions at our Parks and Resorts, we are confident that we have exceeded our target.

Strengthen Communities

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

In 2014, The Walt Disney Company inspired kids and families to take 3.7 million actions. These actions range from pledging online to protect the planet and volunteer in local communities, to supporting programs raising thousands of dollars, to unlocking donations to deserving nonprofits around the globe.

Through annual Disney Friends for Change Grants, actions were taken by more than 20,000 youth to organize service projects that impacted tens of thousands of individuals in the United States, India, China, and Latin America. Our ongoing sponsorship of Points of Light’s Family Volunteer Day further inspired an additional 10,300 kids and families to take action and organize volunteer projects during the holiday season.

Across our business units, programs work to conserve nature, nurture creative thinking skills, and strengthen family bonds for youth development. In July, The Walt Disney Studios and Lucasfilm launched “Star Wars”: Force for Change, a campaign that generated nearly 74,000 individual contributions to UNICEF’s Innovation Labs, where youth are connected with business and government leaders to develop creative and sustainable solutions for the future of the world.

At Disney Interactive, Club Penguin’s Coins For Change program engaged more than 2.5 million individuals who worked together to donate their virtual coins to unlock charitable projects globally. Through Club Penguin’s Earth Month Event, over 280,000 players uploaded virtual bear costumes to trigger a donation to protect national parks. These combined efforts enabled Club Penguin to provide more than 1.5 million dollars in donations to support projects providing medical assistance, building safe spaces for education and play, and protecting the planet. During the Club Penguin “It Starts With You” speaking tour, more than 12,000 children were inspired to take action, with the tools and resources they were provided, for online safety and bullying prevention.

Walt Disney Parks and Resorts also supported UNICEF during the 50th Anniversary celebration for “it’s a small world,” which engaged the public in taking 61,400 actions in support of charitable contributions to this leading global nonprofit.

Across the United States, more than 53,000 kids and families took part in activities to support positive youth development and grow family bonds through Disney Junior’s “Pirate and Princess: Power of Doing Good” tour and the KaBOOM! Play Together Tour Powered by Walt Disney Parks and Resorts. Another unique program, in coordination with First Book, allowed consumers visiting their local Disney Stores to donate more than 12,000 books for underserved youth across America.

Collectively, all of these efforts helped to inspire more than 3.7 million actions by kids, adults, and families in 2014.

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

In 2014, Disney employees contributed more than 506,700 hours of service through the Disney VoluntEARS program. They participated in a variety of activities, ranging from sorting produce and dry goods at food banks to building playgrounds and mentoring kids, to strengthening the capacity of nonprofit organizations through our new skills-based volunteer program piloted in 2014.

Our VoluntEARS hours in 2014 reflects a decrease from 2013. This is partly attributed to the special programming at all of our sites around the world in 2013 to celebrate the VoluntEARS program’s 30th anniversary. We also launched a new U.S.-based tracking system in January 2014, which requires both employees and nonprofit organizations to adapt to a new process of recording and verifying hours. While the transition to the new tracking system may have contributed to some underreporting this year, we believe the upgrade will increase participation and reporting accuracy in the future.

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

In 2014, our citizenship efforts positively impacted more than 5.1 million children and families. The increase of impact numbers is based partly on an improved data collection process leading to improved reporting from sites around the world.

In 2014, The Walt Disney Studios launched Disney Movie Moments, a new movie screening program bringing first-run Disney films to more than 45 children’s hospitals around the United States. Patients who were unable to visit movie theaters in person now have the opportunity to see the most recent Disney releases in the hospital.

Also in 2014, an exclusive Marvel comic book was developed in conjunction with the Child Life Council. The custom comic book was designed to inspire young patients and kids as they work to overcome adversity. The comic books were distributed to more than 430 hospitals around the world as part of Disney’s annual Hospital Care Package program. This long-running program provides care packages filled with Disney toys, DVDs, books, Club Penguin memberships, and now the Marvel comic book for hospitals to give to the children they serve. The care packages help promote therapeutic play and instill a sense of comfort and normalcy to children during their hospital stay.

Additionally, we leveraged our Disney | ABC Television Group networks to support and raise awareness for organizations, such as Feeding America and Toys for Tots, that positively impact the lives of kids and families

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

As part of our long-standing tradition of storytelling and imagination, we join forces with key nonprofit organizations with the goal of sharing the gift of storytelling and inspiring the imaginations of kids across the country. In 2014, we donated more than 7.1 million books to schools and programs serving children in need through First Book. This brings our total to more than 23 million books donated since 2012, exceeding our target. Additionally, Disney | ABC Television Group’s “Magic of Storytelling” campaign raised awareness about the power of reading and engaged audiences to nominate deserving organizations to receive book donations. The donations reached children who otherwise may have had little or no access to new books.