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Our innovative, social-media based communication campaign to promote reading through grassroots, peer-driven content around books and reading. 

This campaign is primarily on Instagram, the preferred platform for teens. With new content posted five days a week, our work is focused on connecting teens and young people with high quality books they ENJOY READING, with the ultimate goal of promoting a habit of regular reading. 

Our social media content strategy is based on these three principles: 

  1. Teens, unlike children, demand agency over their choices 
  2. Teens tend to look to their peers in guiding their preferences
  3. Teens are deeply interested in self-discovery and self-expression.