23,840 books, 5,960 bags, 596 boxes – and 1 cause close to our hearts: following the tremendous response to its first book bag campaign in 2025, Cologne-based Verlags- und Medien Aktiengesellschaft (VEMAG) is once again taking part in Freedom of Expression Week this year with a book donation campaign. 

As part of a corporate volunteering initiative in April, VEMAG employees packed around 6,000 book bags for children. Each bag contains four books to encourage reading among children, published by VEMAG’s children’s book imprint Schwager & Steinlein, as well as the booklet “WAS IST WAS Demokratie” from Tessloff Verlag. They will be distributed to children in socially deprived areas during Freedom of Expression Week, from 3 to 10 May, by regional partners such as Kölsche Fründe e.V. and Tafel Köln e.V. The recipients of the donations were selected based on recommendations from employees. 

Through this initiative, the VEMAG team aims to contribute to the promotion of democracy. Accordingly, the book bags bear the following message: “It all starts with reading. With our books, you’ll take your first steps. Those who can read well will later understand better what others are saying, be able to compare and form their own opinions. That is exactly what is important for our democracy.” 

This campaign is part of Freedom of Expression Week, which takes place nationwide and is organised by the German Publishers and Booksellers Association. Between 3 May, World Press Freedom Day, and 10 May, the day commemorating the book burnings in Germany, freedom of speech is celebrated with events, exhibitions and campaigns. 

Recipients of the 2026 book bags: 

Kölsche Fründe e.V. 
Tafel Köln e.V. 
Sozialraumkoordination Kalk – Deutscher Kinderschutzbund OV Köln e.V.  
Tafel Brühl e.V. 
Tafel Bonn e.V. 
Kindertagesstätte der Gefährdetenhilfe VFG Bonn