Read & Dream Identity

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READ & DREAM

Social PR Campaign

Ukrainian complex social PR campaign "Read & Dream" (Читай & Фантазуй) got a development grant from the Ukrainian Cultural Foundation as an Innovative Cultural Product.

The main goal was to form a strong interest in reading among young people, and in the long term to increase the level of sales of books by Ukrainian authors in bookstores, online stores and in audio format by 15%. The target audience was Ukrainians 16-25 years old, of any gender.

The task was to ensure that as many people as possible learned about our project and thought about the place of reading in their lives, to remind the audience that we have loaded too much into the dynamics of the modern world, our personal affairs and phones. After all, it is worth spending every free moment on your development, both personal and professional.

According to the statistics we received from Ukrainian Reading and Publishing Data, only 8% read printed books every day, 4% and 11%, respectively, read electronic or audiobooks. Most often, respondents give preference to reading social networks and Internet media, blogs, forums (34% and 27%, respectively, read them every day). At the same time, the overwhelming majority of respondents believe that reading contributes to self-development (92% of respondents fully or rather agree with this), promotes communication between people (79%), allows you to relax and escape from routine (77%). So we divided the target audience into two subcategories and identified the pain points of each of them.

Based on this, as well as other data we received about the audience and problems within the project, we have chosen interaction channels and developed activations: literary battles, collaboration with book micro-influencers, challenges from macro-influencers, stickers for Telegram, advertising on public transport, book installation in Shevchenko Park, viral advertising, photo project and a series of podcasts about the book market in Ukraine.

Additional campaign slogan: "I'm reading, how about you?" (Я читаю, а ти?)

Young people who belong to different subcultures, have different interests and their own unique style took part in the photo project. The main message is that regardless of appearance and lifestyle, we are united by reading and the desire to develop.

We were inspired for the logo by the geometry of books randomly standing on the shelf and their covers. We decided that the logo should work like a book cover. It should emphasize what we are talking about specifically at this moment, but at the same time remain recognizable in each activation of the campaign. So we made one of its structural parts variable.

If we talk about the project as a whole, first of all, it is about people. Therefore, it was the human face that became the main image. At the same time, when we talked about Ukrainian writers, we put their portraits in the logo, didn't want the conversation about a certain person to be abstract. Speaking about publishing houses, we used a typewriter, choosing it as a tribute to tradition. For citation — quotes. Simplicity and unambiguity of symbols is very important, especially in social networks.

When creating the merch, we allowed ourselves more creative solutions, it had to be something that our target audience would want to use, and at the same time still talk about the project, say: dream.