It only takes a little to BE BIG! In celebration of the Martin Luther King Day, Jr. Day of Service, PBS KIDS® and Scholastic Media will kick-off “BE BIG WITH CLIFFORD: TEN DAYS, TEN WAYS,” featuring ten days of favorite Clifford episodes that will focus on each of Clifford’s ten Big Ideas. The ten days of programming will begin on Monday, January 18th, the Martin Luther King, Jr. Day of Service, and showcase important life lessons that help teach social and character building skills. The programming event will be supported by on-air promotion and new online content at pbskids.org/clifford that will reinforce the ten Big Ideas. Additionally, parents and teachers can find activities to use with children at pbsparents.org/clifford.Clifford’s Big Ideas (Share, Help Others, Be Kind, Be Responsible, Play Fair, Be a Good Friend, Believe in Yourself, Respect Others, Work Together and Be Truthful) were borne out of the curriculum developed for the award-winning animated television series – which will celebrate its 10th anniversary on PBS KIDS in 2010. The goal of the Big Ideas is to support children’s growing understanding that the actions they choose make a difference to themselves and others. This underlying message informs all Clifford content and activities and embodies the spirit of the Martin Luther King, Jr. Day of Service.

“For ten years, Clifford has been introducing children and families alike to his BIG ideas – and Scholastic is delighted to celebrate them in conjunction with the 2010 Martin Luther King, Jr. Day of Service,” says Deborah Forte, President of Scholastic Media, Executive Producer of Clifford the Big Red Dog, and Executive Vice President of Scholastic Inc., the global children’s publishing, education and media company. “Our Be Big campaign exemplifies Scholastic’s longtime commitment to good citizenship and reinforces how small, simple actions can make a BIG difference.”

“PBS’ children’s characters are positive role models for children and Clifford is a stellar example,” said Linda Simensky, VP, Children’s Programming, PBS. “For the past ten years, Clifford has helped guide children through social emotional life lessons and built lasting relationships with them.”

The Clifford BE BIGTM campaign extends Clifford’s mission by supporting civic engagement opportunities that invite everyone, big and small, to take action and raise awareness for how the series’ Big Ideas can make the world a better place. In conjunction with HandsOn Network, the largest volunteer management organization in the country, the BE BIG campaign recognizes and rewards others for their BE BIG actions, catalyzes change in local communities and provides resources for everyone to share BIG ideas.

Major corporate support for CLIFFORD THE BIG RED DOG is made possible by Chuck E. Cheese’s. Additional funding has been provided by a Ready to Learn grant from the US Department of Education through the Corporation for Public Broadcasting, Public Television Viewers, and PBS.