February 26, 2015
Room to Read’s DO NOT READ THIS campaign has been recognized by the In2 SABREs in the category of Best PSA. The campaign, communicated primarily through video and online content, challenges audiences to consider how impossible it is to not read and underscores the crucial role literacy plays in our everyday lives. The goal of DO NOT READ THIS is to raise awareness about the fact that if you are fortunate enough to be literate, you can’t give up reading no matter how hard you try—resulting in a new found empathy and understanding of the challenges faced by 774 million illiterate people around the world.
Since launching on International Literacy Day 2014 (September 8), the DO NOT READ THIS video has garnered nearly 500,000 views. The video, produced in house by Room to Read’s marketing and communications team for under $200, was featured on YouTube’s Spotlight channel under “10 Powerful PSAs”, UpWorthy and Bloomberg TV.
The In2 SABREs hone in on the incredibly broad range of creative content being produced by corporations, associations, non-profit organizations and government agencies as they seek to build stronger, more personal relationships with key stakeholders. Categories encompass a variety of channels—experiential, digital, print and video—across paid, earned, owned and shared media. Panels of industry leaders from across digital marketing, content creation and public relations select winners after reviewing and discussing the entries. Room to Read’s winning entry was submitted with the support of Ketchum, Room to Read’s pro-bono public relations agency.
The SABRE Awards are an initiative by The Holmes Group, dedicated to proving and improving the value of public relations, by providing insight, knowledge and recognition to public relations professionals. The In2 SABRE Awards were specifically created to recognize innovation, excellence in content creation, and data-driven insights. Other winners of the 2015 In2 SABREs include Audi, 20th Century Fox, Always (#LikeAGirl), Microsoft, H&R Block, Skittles, and Honeymaid (#ThisIsWholesome).