Black Button Books’ “Read Something Better” Campaign Takes Aim at Social Media
Have you ever actually sat down and quantified the amount of
time you spend absent-mindedly flicking through social media platforms such as
Facebook, Instagram, and Twitter? Perhaps more importantly, what value do you glean
from the time spent? Well according to the latest campaign from Romanian
publisher Black Button Books, the answer is far too much, and very little.
The campaign, orchestrated by the Romanian ad agency Friends\TBWA
, aims to correct this apparent issue by stating quite plainly that we should “Read
Something Better”, breaking away from our endless passive consumption of social
media and instead dedicating our time to something more worthwhile.
In a statement provided to Little Black Book Online, an agency representative explained the rationale behind
the campaign as follows:
“Romania has one of the lowest reading rates per capita, so
together with our client, Black Button Books, an indie publishing house, we
decided to try to do something to encourage people to read more. And better.
“The campaign is based on the insight that people don't
realize how much they actually read online every day, and they don't realize
how much of it is worthless. However, when they see a book, they get
discouraged by its length. So, by confronting them with this truth we hope to
spark awareness and make them read something better, at least from time to
time.”
The campaign itself takes a light-hearted tone, including
print placements mocking the three most popular social networks (see article
top) and a set of highly creative videos which highlight just how ludicrous the
situation can become. The videos reimagine both Facebook and Instagram as physical
books, and are quite effective in making their point while maintaining the
necessary air of humour.
Sam
is an aspiring novelist with a passion for fantasy and crime thrillers.
Currently working as Editor of Social Songbird, he hopes to one day drop that
'aspiring' prefix. Follow him @Songbird_Sam
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Black Button Books’ “Read Something Better” Campaign Takes Aim at Social Media
Reviewed by Unknown
on
Friday, May 18, 2018
Rating:
Reviewed by Unknown
on
Friday, May 18, 2018
Rating:
Unknown
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