GOODLETTSVILLE, Tenn. — The Dollar General Literacy Foundation (DGLF) today kicked off the sixth annual edition of The Yellow Glasses Project, an awareness and fundraising campaign designed to spotlight the transformative power of literacy and support education efforts across the country.
Running through International Literacy Day on September 8—or while supplies last—Dollar General customers can participate by purchasing a pair of the campaign’s signature yellow sunglasses for $2 at participating DG locations nationwide. All proceeds from the sales go directly to the Foundation’s grant programs, which support public schools, libraries, and nonprofit organizations in the communities Dollar General serves.
“Everyone deserves access to a quality education,” the Foundation said in announcing the initiative. “The Yellow Glasses Project helps shine a light on the role literacy plays in building brighter futures for individuals and communities alike.”
Since launching in 2020, The Yellow Glasses Project has raised more than $6 million, contributing to the Foundation’s broader mission of increasing access to literacy programming and inspiring the joy of reading. DGLF has awarded more than $271 million in grants since its founding in 1993, reaching more than 23 million individuals.
The Foundation was established by former Dollar General CEO Cal Turner, Jr., in memory of his grandfather and DG co-founder J.L. Turner, who was functionally illiterate. That personal history continues to shape the Foundation’s commitment to adult, family, youth, and summer literacy programs.
Most recently, The Yellow Glasses Project helped fund a record-setting $13.2 million in grants distributed in a single day this past May, marking the Foundation’s largest one-day donation in its history. The funds supported a range of literacy initiatives serving learners of all ages across the U.S.
The next wave of funding will be announced on August 14, when DGLF is scheduled to reveal its 2025 Youth Literacy Grant recipients. Applications for the 2026 grant cycle are slated to open in January.
To amplify the campaign’s reach and encourage community engagement, Dollar General is inviting customers to post photos of themselves wearing the yellow sunglasses on social media. Participants can tag @TheYellowGlassesProject on Facebook and Instagram, and use the hashtags #TheYellowGlassesProject, #ShineBrighter, and #DollarGeneralLiteracyFoundation to help spread the word.
In addition to funding programs, the campaign aims to raise awareness about the ongoing need for literacy resources and education support. According to the Foundation, millions of adults in the U.S. struggle with basic literacy skills, affecting their ability to access job opportunities, manage finances, and support their children’s education.
By aligning the campaign with back-to-school season and International Literacy Day, DGLF hopes to engage Dollar General’s vast customer base in a cause that has been core to the company’s values for more than three decades.
With more than 20,000 stores in 48 states, Dollar General has a unique platform for reaching underserved communities, many of which lack access to traditional educational resources. The Yellow Glasses Project is one of several community initiatives the company supports as part of its broader social impact efforts.
For more information on the Dollar General Literacy Foundation and The Yellow Glasses Project, customers can visit www.dgliteracy.org.
