We created CalendarBooks. Each day equals 1 page. So people are able to read one book by reading one page per day during a year. We distributed 10,000 CalendarBooks in our Bookstores, in low-income schools and we also sent them to opinion leaders that spread out our initiative in blogs, social media and mass media.

This campaign was not intended to generate short term sales. Nevertheless, during the last quarter, Porrúa increased 3.3% its sales compared to the previous year. This direct action was really successful: We’ve got Mexicans to read more and we also increased the awareness about the importance of reading to the point that the National Government launched a program for promoting the habit of reading among youngsters.

Finally the most important thing for Porrúa was proving that their dream was true: Making Mexicans to read at least one book per year was possible.