Launched with the slogan, ‘If you’re into something, you’re into books’, the SBA’s campaign sought to bring about a paradigm shift in the popular perception that books are only for bookworms and intellectuals. It sought to challenge the notion that reading is a habit exclusive to a certain segment of people. The ‘You’re into Books’ campaign, which embraced every individual worldwide regardless of their age, race, ethnicity, cultural, or socioeconomic backgrounds, drove home an enduring universal message that whatever be it that triggers one’s interests or passions, there is a book out there to fuel their curiosity.
Cultural / Context information for the jury
The core creative foundation of the campaign touched upon some thoughtful ideas. No one is born with a book in their hands, but all 7.9 billion people in the world are in fact readers as the campaign tagline is self explanatory ‘If you’re into something, you’re into books’. The campaign was innovative, for it addressed people in their language, both figuratively and literally, in different dialects. The main challenge was to shift the dominant culture that doesn't propagate reading as a common habit, especially among the younger generation. In a world with information overflowing through various other sources than books, it is a common perception that books are only for thinkers, writers, or philosophers. But this SBA campaign said otherwise and proved it. On social media platforms for example, the campaign asked people to share their interests, and suggest books that suit them the best.
Please tell us about the social behaviour and / or cultural insights that inspired your work
SBA’s ‘You’re into Books’ campaign highlights the fact that the world of books knows no boundaries. It is not restricted by the terms we define it by - fiction, non-fiction, fantasy, poetry, and other genres. The campaign shared the cultural message of Sharjah with the world and worked towards proving to the younger generation that books are not only for intellectuals, thinkers, or philosophers only. Those are literary treasures meant for everyone. This campaign drives home the truth that books are written not only to enlighten, enrich or educate the human mind, but also to create a happier world for millions of people with diverse and specialised interests. This holds true in the regional as well as global context.