Ubud Writers & Readers Festival: The thread story

Ubud Writers & Readers Festival, a literary festival, launched a campaign in Indonesia to attract more people, with a focus on rekindling love for reading.

Campaign details

Brand: Ubud Writers & Readers FestivalAgency: M&C Saatchi IndonesiaRegion: APAC

Strategy

Objective

Indonesia doesn't read enough. According to The Program for International Student Assessment (PISA), Indonesia ranks 72nd among 77 countries measuring scholastic performance of students' 15 years of age. In another study by Central Connecticut state University titled "World's most literate nations ranked", Indonesia ranked 60 among 61 countries in terms of reading interest.

For the last two decades, the Ubud Writers and Readers Festival has been striving to improve Indonesia's literary landscape through the wonder of books. As the flag-bearer of...

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