The Cyrillic alphabet is about to vanish in the country where it originally came from - Bulgaria. The reason? It's a bit inconvenient for texting. All this results in illiteracy in the population. To make Bulgarians want their alphabet back we showed them what would happen if we stopped caring about it.

On May 24th, Bulgaria's national holiday dedicated to the Cyrillic alphabet, we published the most iconic and beloved Bulgarian novel "Under the yoke" entirely translated in chat slang and placed it in the largest bookstores in the country.

We launched by sending a simple press release to all media in Bulgaria with the manifesto video explaining the cause two days before 24th of May. Meanwhile we distributed the limited edition of the book in the biggest Bulgarian bookstores. It took us a day to be broadcasted in every media and by 24th The Book of Ignorance was the most discussed topic in all media platforms. We turned our provocation into “Breaking news” in all national media. That caused all day coverage on the day dedicated to the Cyrillic alphabet. Social media was full of both supportive and contradictory reactions and discussions.

The campaign was covered by all major TV channels, online media and newspapers with numerous mentions of the name of the publishing house “Janet 45”: extensive prime time news coverage on the biggest TV & radio networks in the country (bTV, Nova, BNT); extensive talk show appearance of the editor-in-chief of “Janet 45” on the topic of the campaign on the morning and late night shows of bTV, Nova, BNT, Bit, Bulgaria ON Air longer than 20 minutes each.

The most famous newspapers added an article in their daily news (Monitor, Duma, 24 chasa, Trud, Telgraf, Standart, Sega)

Target audience outcomes

The campaign reached more than 1 500,000 people in social media. National media coverage brought us the attention of almost everyone in Bulgaria.

Business outcomes

The campaign had no intention of increasing the business outcomes of the Publishing house Janet 45, but to raise awareness on the problem with the increasing illiteracy among young Bulgarians.