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MREF announces the 2024 Backpack Challenge Readathon

The Marketing Research Education Foundation (MREF) will host the 2024 Backpack Challenge Readathon from August 1-31. The Backpack Challenge is an industry fundraiser aiming to help underserved children in the U.S. – just by reading books! This year, the goal is to send 1,000+ backpacks full of essential school supplies to students in need.


How to get involved


Anyone can participate in the Backpack Challenge – even those outside of the marketing research industry. The readathon can involve your kids, friends, and family. There is no charge to participate, however you are welcome to donate when you register.


To participate, join a book club to track your minutes reading or listening to audiobooks. This is the perfect opportunity to open a book for a good cause! If your company is not sponsoring a club, please feel free to join the MREF club.


We can’t wait for you to join us!

  • Participants will log their minutes as individuals or as part of a company team and will be able to see their progress compared to others in the leaderboard.

  • The top two individuals in each category – reading and listening – will each receive a prize.

  • There is a portal to share photos and encourage each other.


Registration and details can be found at


Become a sponsor


All Backpack Challenge Readathon sponsors get a book club (or clubs). This allows you to invite your employees, clients, friends, and family to join you in logging their minutes reading – either a book of their choice or one chosen for the club. Participation for employees is free, though they can donate to the effort.


Help the MREF make a difference. Together, we hope to raise $25,000 to send 1,000+ backpacks of essential school supplies to kids in need.


About the Marketing Research Education Foundation (MREF)

The Marketing Research Education Foundation’s mission is to unify, inspire and activate the marketing research community to focus its collective resources to educate children and youth worldwide. With the collective contributions of more than 100 organizations in the industry, the MREF has made a positive impact on the lives of hundreds of children and their families. Visit or contact Alana Gates at for more information.


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