READING TAKES YOU PLACES

Background: 

25% of British adults seldom pick up a book for pleasure, with figures as high as 46% in relation to 18-24 year olds.

Challenge: 

Create a campaign in collaboration with British Libraries to encourage people to pick up a book.

Audience:

Commuters.

Insight:

1) 'Not enough time' was stated as the number one reason why people stop reading.

2) 66% of commuters use their phone as entertainment during their daily commutes.

3) Over half of commuters consider their commute as an opportunity for free time, rather than work. 

Idea:

Reading Takes You Places aims to reconnect people with reading, by encouraging them to put down their phones and pick up a book during their daily commute. Inspired by the London Underground map, it revolves around the idea that with a good book, you can leave your mundane surroundings and be transported to a totally different world. It also hints at the longterm benefits of readings on literacy skills, self improvement and career progression.