In an effort to get people to read more, we used subtitles (something we can’t help but read) to show people what they’re missing out on when they watch the movie instead of reading the book.

For this film we used a classic scene from the movie “A Walk to Remember” where Jamie is walking down the aisle at her wedding and everything is perfect. We contrasted this with the subtitles from the same part of the book, where Jamie’s walk is actually a powerful and emotional moment as she struggles to make it down the aisle because of her battle with cancer.

We used everything that prevents people from reading and turned them into our own weapons to fight off their aversion to books.

We created a series of films placed on YouTube in order to reach people in the one place where they are consuming the most entertainment. Online.

The films use the actual words from books placed as subtitles on famous movie scenes to highlight what people have been missing out on by not reading.

People shared the films using social media to spread awareness about the campaign and encourage others to read more too.

The reaction from the public so far has been very promising and positive. Between Youtube, Facebook and other social media, the campaign has gained traction as people are sharing the films and talking about the campaign using the hashtag #booksVSmovies. It has been featured on popular book and movie blogs and we’ve even come across the first user-generated version online already. So far the campaign has over 60,000 views with approximately 475,000 impressions reaching about 830,000 people.