Líra, the 2nd largest bookstore chain in Hungary, faced a challenge: the government restricted its distribution of books that "portray homosexuality". Any book that has a gay character, such as Greek literature, the Iliad, Oscar Wilde or Proust falls under the law. Líra wanted to find a way for people to still be able to engage with these stories, even though the government censored them. It found a way to have an experience with the brand, in the face of a great restriction of its business and its regular touchpoints.

In July of 2023, Hungary’s government fined a retailer for its display of a book “portraying homosexuality” in a sign it is escalating enforcement of a law meant to curtail minors’ access to LGBTQ content just days before this weekend’s Pride march. The law censors all portrayals of homosexuality. To get fined, it was enough to have a gay character.

Classic literature, such as ancient Greek poetry, the Iliad, Shakespeare, Oscar Wilde, Marcel Proust, and even Harry Potter fall under the definition of the law.

As the law requires, bookstores began wrapping these books into plastic foil to "keep it away from people under 18", and these books were also forbidden to be sold in the vicinity of schools. The ruling caused panic in the book retailer industry, as it had direct negative impact on sales. At the same time, it was an overt attack on the LGBTQ community. The first one to get a fine of 36,000 USD for not wrapping the books in foil was the 2nd largest bookstore chain in the country, Líra. The fine they received caused international outrage. They wanted a solution to keep the censored books available to everyone.

In July of 2023, Hungary’s government fined a retailer for its display of a book “portraying homosexuality”. To get fined, it was enough to have a gay character. Ancient Greek poetry, the Iliad, Shakespeare, Oscar Wilde, Marcel Proust, even Harry Potter all fall under the definition of the law.

As the law requires, bookstores began wrapping these books into plastic foil to "keep it away from people under 18", and these books were also forbidden to be sold in the vicinity of schools. The ruling caused panic in the book retailer industry, as it had direct negative impact on sales. The first one to get a fine of 36,000 USD for not wrapping the books in foil was the 2nd largest bookstore chain in the country, Líra. The fine they received caused international outrage. They wanted a solution to keep the censored books available to everyone.

Because the law only talks about books of any kind, we recorded the text of these books in audio and distributed them as podcasts. This way, we found a way for our audience to still experience these stories.

Líra wanted to find a way for people to still be able to engage with these stories, even though the government censored them. Because the law only talks about books of any kind, we recorded the text of these books in audio and distributed them as podcasts. This way, we found a way for our audience to still experience these stories.

To further support the LGBTQ+ community, the censored books were red aloud by the most famous LGBTQ+ actors, influencers and musicians in the country. They lent their voice to the books, then shared them on their social media, reaching their massive followings, respectively. Only on social media, they reached a combined 3,9 million people, that's 40% of the total population of the country.

We made the Unsealed Books available on Spotify and on Líra's webshop, where people were also offered the option to donate to Líra to help them pay the fine.

Unsealed Books has an unprecedented result: the law that censored these books was overturned and after the campaign, Líra didn't have to pay the fine.

As for social media and PR impact: to further support the LGBTQ+ community, the censored books were red aloud by the most famous LGBTQ+ actors, influencers and musicians in the country. They lent their voice to the books, then shared them on their social media, reaching their massive followings, respectively. Only on social media, they reached a combined 3,9 million people, that's 40% of the total population of the country. All major independent press reported of Unsealed Books, reaching another 3 million readers in total.

Líra's website traffic was also up 400% compared to the same quarter last year.