READING TAKES YOU PLACES
25% of British adults seldom pick up a book for pleasure, with figures as high as 46% in relation to 18-24 year olds.
Create a campaign in collaboration with British Libraries to encourage people to pick up a book.
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.
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.