American Hero by Memac Ogilvy & Mather Doha for Qatar Read More Foundation

American Hero

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Qatar
Agency Memac Ogilvy & Mather Doha
Released April 2016

Awards

Ad Stars 2016
Print Print Craft: Art direction Bronze

Credits & Description

Brand: The benefits of reading
Agency: Ogilvy & Mather
Description: People are reading less and less everyday. And while book sales have been steadily dropping by up to 20% per year, global box office revenues hit a record $38 billion in 2015. It has become a global issue that reading is losing against its biggest rival, especially in Qatar where people are 98% more likely to go to the movies than check out a library book. With this shift away from reading to other forms of entertainment, Qatar’s scholastic performance now ranks in the bottom 8% of the world. Our mission was to speak to Qatar’s youth and reignite the love of reading, encouraging positive behavior change by getting them to pick up a book instead of spending their time in front of a screen.