Mazda Enlists Kids to Market Cars in Exchange for Library Books

<a href="http://www.flickr.com/photos/lorenjavier/6541293579/sizes/z/in/photostream/" target="_blank">Loren Javier</a>/Flickr

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The internet was aflurry last week after Mazda launched new advertisements for its crossover SUV featuring the endorsement of The Lorax. Many balked at the idea that the much-loved Dr. Seuss book that debuts on the big screen on March 2 would be used to sell cars. But today it gets even worse: Apparently, Mazda is now deploying people in Lorax costumes to schools to get kids to convince their parents to test-drive the new car.

From the Washington Post:

The sales pitch is part of the National Education Association’s “Read Across America tour — Driven by Mazda,” which arrived at Alexandria’s James K. Polk Elementary School on Tuesday.

It was a hybrid event: a celebration of reading, a fundraiser for public-school libraries, and an opportunity to market Mazdas to the pint-size set. While they don’t buy many cars themselves, they have direct access to parents who do.

According to the National Education Association’s website, Mazda and Universal Pictures are teaming up to raise up to $1 million for public school libraries. The catch, though, is that public school libraries will get $25 for every test-drive of a Mazda vehicle between Feb. 21 and April 2, 2012. So, in order to get the money, schools will need to get parents to go test-drive the cars—hence the need to enlist a fleet of mini-marketers.

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SIX TRUTHS

Reclaiming power from those who abuse it often starts with telling the truth. And in "This Is How Authoritarians Get Defeated," MoJo's Monika Bauerlein unpacks six truths to remember during the homestretch of an election where democracy, truth, and decency are on the line.

Truth #1: The chaos is the point.

Truth #2: Team Reality is bigger than it seems.

Truth #3: Facebook owns this.

Truth #4: When we go to work, we're in the fight.

Truth #5: It's about minority rule.

Truth #6: The only thing that can save us is…us.

Please take a moment to see how all these truths add up, because what happens in the weeks and months ahead will reverberate for at least a generation and we better be prepared.

And if you think journalism like Mother Jones'—that calls it like it is, that will never acquiesce to power, that looks where others don't—can help guide us through this historic, high-stakes moment, and you're able to right now, please help us reach our $350,000 goal by October 31 with a donation today. It's all hands on deck for democracy.

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