Campaign details
Brand: Millie's LibraryBrand owner: Millie's LibraryAgency: OvermanCountry: South Korea
Market background
In South Korea, readers and reading rates are decreasing every year
According to the National Reading Statistics Survey, in 2017, 40% of South Korean adults didn’t even read a single book, marking the lowest-ever reading rate since the history of the survey.
‘Don’t have time because of work’ was a popular reason for not reading (32.2%), but mostly, reading was put on the back burner in favour of smartphones, games and other leisure activities.
Source: 2017 National Reading Statistics Survey, Ministry...