Pressbyrån is Sweden´s largest convenient store with over 320 shops all over the country, with a large variety of newspapers and magazines. Pressbyrån have through its long history always promoted people's ability to read. Now when literacy in Swedish schools is decreasing and books are left to dust in the bookshelfs, Pressbyrån takes one step further in their commitment and start The Road to Reading. A project aiming to increase children´s reading by using comics as a tool. Research shows that reading comics at a young age will strengthen the reading skills and promotes all types of reading later in life.

The ads where launched in Sweden´s largest newspapers. They combine the comic book format with heavy literature by Franz Kafka and Oscar Wilde, and illustrate how a simple comic strip can be a gateway to the great masterpieces of the world.