Gandhi Bookstores Institutional Campaign: Read against all odds
Ogilvy & Mather
SUMMARY
2009. The year of the global economic crisis.
“Since 1929, we haven’t seen anything like this”, said newspapers around the world. But honestly, that wasn’t a statement that pictured the whole truth, especially if you were a bookstore in Mexico.
Let’s do some recapping.
2006: A National Reading Survey is conducted in Mexico. The results: Mexico is a country of non-readers. 2.9 is the average number of books that a person reads in a year.
2007: Book production in Mexico declines for the first time.
2008: A new...