National Reading Movement: The Power of Words

Frederick Tong, Sheena Ong

The National Library Board of Singapore used a digital and outdoor strategy to boost library visitor numbers and app downloads and get Singaporeans to read more.

Campaign details

Brand: National Reading MovementBrand owner: National Library BoardLead agencies: Ogilvy, DSTNCTContributing agency: StarcomMarket: SingaporeIndustries: Government, social policyMedia channels: Online display, Online video, Outdoor, out-of-home, Search marketing, Social mediaBudget: 1 - 3 million

Executive summary

"Books shouldn't be daunting. They should be funny, exciting and wonderful; and learning to be a reader gives a terrific advantage." (Roald Dahl)

Once upon a time, when library usage around the world was declining and demand-side reading and library habits in Singapore lagged behind supply-side investments in infrastructure,...

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