INSPIRING A NATION TO READ WITH THE Qatar Reading Campaign.
Qatari royal, Her Highness Sheikha Moza bint Nasser, and the Qatar Foundation approached us with a unique problem. Not enough people, particularly the youth, were reading. What followed was the launch of the National Reading Campaign that was designed to incubate a love of literature amongst all residents, with a particular focus on children.
We looked to the most beloved childhood stories, drawing out life lessons of each. We then commissioned a paper artist to bring each story to life by hand. The result? We engaged with hundreds of thousands of people, even an older demographic, to take up remedial reading and fall in love with books.
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