ALTADENA, Calif. – First City Credit Union is holding its 2nd annual “Christmas in July” toy drive in partnership with the Los Angeles County Department of Public Social Services (DPSS) Toy Loan Program, now celebrating its 90th year.  

Amplifying visibility for the initiative, KEVANI, a leading out-of-home media company, donated premium digital billboard space in Koreatown and along the Interstate 5 Freeway in Norwalk, driving awareness and action across Los Angeles, the credit union said.

The billboard campaign is expected to generate over 2.6 million impressions during its run, helping spread the word to Angelenos citywide.

“Supporting the DPSS Toy Loan Program in partnership with the Los Angeles County Chicano American Employee Association, Los Angeles County African American Association, and many other Los Angeles County employees is an honor,” CEO Nav Khanna said in a statement. “It’s a great joy for our staff members, too, who are eagerly awaiting toy donations at First City branches. When we talk about ‘Angelenos helping Angelenos,’ this kind of Christmas in July effort is exactly what we mean.”

The DPSS Toy Loan Program began during the Great Depression as a way of allowing children from low-income families to borrow toys from community centers, much like borrowing books from a library. Each year, Toy Loan centers serve more than 30,000 children and act as a resource to help teachers enhance learning.  

“Celebrating 90 years of the Toy Loan Program is a milestone for Los Angeles County, and KEVANI is proud to contribute,” Kevin Bartanian, Founder + CEO of KEVANI, said in a statement. “By leveraging our premier media destinations—seen by millions of commuters—we’re able to channel the power of media to inspire action for the community.”