Reading books is a solitary experience, which fails to bring people together like other entertainment choices do.In GET READING, we had to find a way to motivate people to read more and to enjoy the experience in more socially inspired settings.Spark interest & encourage engagement: We created 50 Books You Can’t Put Down from the free guide filled with inspired book recommendations to stimulate the imaginations of Australians Surrounded people in the GET READING experience: Outdoor Reading Rooms were created in highly relevant locations to form inspirational settings to enjoy the Get Reading experience. Iconic locations included Sydney’s Hyde Park and Maiwar Green in Brisbane, Melbourne’s Federation Square to name a few. Stimulated conversation: iPhone application- introduced people to cafes and places which made reading a more fun, enjoyable experience for Australian communities. Twitter and Facebook pushed people to events and stimulated them to continue reading sustainably.

The GET READING campaign gave birth to a communal movement around the love of reading.Following our launch, book sales rose by 7% y-on-y (from a 16% decline in 2009) with the top 50 Books in our guide up 260% in 6-weeks!70% increase in people who “strongly agree to spending more time reading” & overall reading favour increased by 30% during the campaign period. (Source: Nielsen)We succeeded in shifting people from digitized, instant gratification fuelled information consumption behaviour, to the “analogue” pleasure of a traditional reading experience.