Dollar General Literacy Foundation Kicks Off The Yellow Glasses Project

Today, the Dollar General Literacy Foundation (DGLF) launched the fifth year of The Yellow Glasses Project, an awareness campaign shining a light on the impact of literacy and its role in creating brighter futures. Since launching in 2020, The Yellow Glasses Project has raised more than $5 million to help support the DGLF’s efforts to create pathways to literacy and education proficiency to individuals across the country.

Now through September 8 (or while supplies last), DG customers can help support literacy and education programs by purchasing yellow sunglasses at participating DG stores across the country for $2 each.

Dollar General shoppers and literacy organizations across the nation are encouraged to help shine a light on literacy by posting photos sporting their yellow glasses. To support the initiative, users can tag @TheYellowGlassesProject on Facebook/Instagram and @DGYellowGlasses on Twitter, using #TheYellowGlassesProject and #ShineBrighter in their posts.

History of The Yellow Glasses Project

The Yellow Glasses Project launched in 2020 to further support the DGLF’s education and literacy initiatives. The project looks to highlight how literacy can open doorways to new opportunities for all individuals and help address literacy and education obstacles facing students of all ages.

The Dollar General Literacy Foundation was created by Dollar General’s former CEO, Cal Turner, Jr. in honor of his grandfather and DG co-founder, J.L. Turner, who was functionally illiterate. Since 1993, DGLF has continually supported organizations and their efforts to enhance quality classroom instruction, increase access to literacy programming, advance innovation and inspire the joy of reading. To date, the DGLF has awarded more than $250 million to nonprofit organizations helping more than 20 million individuals advance their education.

Employee Literacy Champion and Literacy Program Spotlights

To celebrate The Yellow Glasses Project’s fifth anniversary, the Company is spotlighting DG employee literacy champions for their efforts to support the Foundation and literacy programs positively impacted by the campaign:

In the Northern San Joaquin Valley of California, District Manager Pedro L.R. has a personal passion for empowering local students and supporting DGLF programs and initiatives.  

“After immigrating from Mexico as a child and working to support his family, my father unfortunately was unable to pursue an education despite his many talents, so I understand firsthand how educational opportunities can change someone’s life,” shared Pedro. “When we ensure everyone has access to a quality education and is empowered to read and write, we create a better tomorrow for generations to come. I am proud to support the DGLF through raising awareness and funds for a cause so dear to my heart and community.” 

Through encouraging area customers to support the DGLF, Pedro and his Chowchilla store team raised more than $72,000 for the Foundation in just two years.

As part of the DGLF’s 30th anniversary in 2023 and further give back to the Chowchilla community, the Foundation donated a $30,000 literacy grant and three new books for each student at Ronald Reagan Elementary School. In May 2024, Store Manager Cristina F.A. accepted the Golden Apple Award from the Mariposa-Madera County ACSA Charter and Chowchilla Elementary School District in honor of DG and the DGLF’s investments to the district’s current literacy programs.

Horry County Adult Education Program in Conway, South Carolina

Horry County Adult Education Program in Conway, South Carolina is helping local adult students overcome obstacles in obtaining driving credentials and help fill the void for commercial drivers. The DGLF recently awarded a $10,000 adult literacy grant in May 2024.

The program serves 300 students of diverse backgrounds, strengthening students’ literacy and numeracy skills through their various ABE, ESL, GED and Skills Upgrade programs.

Victor P. in El Paso, Texas

For Victor P. in El Paso, Texas, raising funds to support literacy and education has become a passion project. Since fiscal year 2021, Victor’s store has raised approximately $63,000 for the DGLF.

“There’s always been a passion to help the community and the customers know Victor by name,” said Adrian U., Dollar General’s district manager of operations. “I've been a part of surprising our schools with checks for literacy and education, and it goes a long way. Customers and students remember that moment and they continue to be DG customers for life. We come together as a group to show what can be done and literacy is where I know we are making a difference."

To further support the El Paso community, Dollar General donated $25,000 each to Ysleta Community Adult Learning Center and El Paso Independent School District San Jacinto Learning Center in February 2024 through its Reading Revolution grant program. The donations provided the programs with additional funds to purchase books, technology, computers and other educational tools to enhance their education literacy programs.