In Qatar people are 98% more likely to go to the movies then check out a library book. With this major shift away from reading to other forms of entertainment Qatar’s scholastic performance now ranks in the bottom 8% of the world.
On a global scale, as our obsession with consuming mind-numbing entertainment like video games, social media, TV and movies continues to increase, book sales around the world are plummeting as people are reading less and less.
To change this behavior we created a reading campaign to reach people in the one place where they spend most of their time these days, online. In an effort to rekindle people’s love of reading we used subtitles (something we naturally can’t help but read) to show people what they’re missing out on when they watch the movie instead of reading the book.