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