In a day and age when books are rapidly becoming less popular than pocket-sized screens, especially for the youth, Sharjah – the region’s cultural powerhouse – has asserted that there’s no ignoring books because they are in our DNA.
Spearheaded by an exceptionally witty TVC, the emirate has released its biggest ever global community-focused campaign, ‘Into Books’, which was unveiled by the Sharjah Book Authority (SBA) in August with a 360 campaign feeding into a custom-built website.
Major cities in the region and around the world – London, New York, Paris, Riyadh, Cairo and UAE – woke up to SBA’s campaign slogan ‘If you’re into something, you’re into books’, being
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