National Book Store’s Illiterhate bags gold and bronze awards


National Book Store’s Illiterhate campaign, launched in collaboration with Dentsu Jayme Syfu Philippines, won two prestigious awards this 2019: the Bronze from the 2019 Asia Pacific Tambuli Awards and the Gold from the Kidlat Awards 2019.

Illiterhate, launched in November 2018, is a social media campaign that aimed to encourage people to read more and hate less. Relevant quotes from books available in NBS were used to respond to hateful or negative comments on social media, in an effort to spread positivity and promote the love for reading.

Video by Dentsu APAC on YouTube

The campaign increased traffic to by almost 15%, and increased online sales by 3.6% in just a week.

Tambuli Awards

The Asia Pacific Tambuli Awards started in 2005. It accepts entries from Asia Pacific, Australia, New Zealand, and the Middle East and identifies campaigns that showcase creativity, fulfill the brand purpose, and deliver significant business results.

Kidlat Awards

Photo from @adobomagazine on Twitter

The Kidlat Awards are an annual creative competition held by the Creative Guild of the Philippines, celebrating the best and most creative advertising work in the Philippines. The entries are judged by a jury of advertising industry veterans, socio-civic leaders, and other industry experts.

Stay tuned for more exciting, creative, and socially relevant campaigns from NBS!

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