SBA’s campaign makes UAE’s cultural efforts extraordinary

Ahmed Bin Rakkad Al Ameri, Chairman of the Sharjah Book Authority (SBA), said the SBA’s new campaign, launched under the slogan, “‘If you’re into something, you’re into books’” is the largest cultural campaign in the region and the entire world and is a milestone in the history of the UAE’s cultural efforts.

‘’The campaign, launched in written, audio and visual formats and presented in the native languages of these countries, reinforces the life-affirming and life-changing relationship between an individual and the written word. The campaign, which embraces every individual worldwide regardless of their age, race, ethnicity, cultural or socioeconomic backgrounds, drives home an enduring universal message that whatever be it that triggers one’s interests or passions, there is a book out there to fuel their curiosity,’’ he said in an exclusive statement to the Emirates News Agency (WAM).

Al Ameri stressed the campaign does not only promotes reading, it also encourages new skills and innovations and invites people to read about the skills, crafts and knowledge they are interested in. The idea of the campaign is based on the vision of Sharjah’s cultural project, which was established by His Highness Dr Sheikh Sultan Bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, he added, noting that the project aims to invest in people, to establish a community capable of achieving its future aspirations and accomplishing knowledge milestones. The SBA offers 50 per cent discounts on books as part of the campaign, in a collaboration with leading e-platforms, by using a QR code on its adverts or visiting the website, “sba.gov.ae/intobooks,” he further added.

Al Ameri then pointed out there is no specific timeframe for the campaign, it could continue for three to five years, affirming it is not targeted at specific countries but at all people.

The authority’s message includes many cities and countries, such as New York, London, Paris, Egypt and Saudi Arabia, he said in conclusion.

Whether you are a gamer, musician, athlete, biker, or fashion enthusiast, there is a book for that, emphasises the campaign, highlighting that apart from popular genres including books on research and academics, people can find books catering to all interests. No matter how simple, strange, or rare the topic, books are available on them and are waiting to be discovered.

The international campaign marks a new milestone in taking Sharjah’s cultural vision to the world which is aimed at facilitating access to books for every individual. As part of its biggest global campaign ever, SBA offers discounts of up to 50 per cent on books through its collaboration with major e-commerce stores.

Separately, the Sharjah Department of Culture (SDC) recently announced that it has issued more than 60 titles in creativity and knowledge during the first 8 months of 2021.

Abdullah Al Owais, Chairman of the SDC, stressed that these publications contribute to enriching national and Arab libraries with arts and knowledge, in addition to benefiting scholars and researchers and those interested in literature, arts and various fields of culture.

The publications were distributed in several fields including 26 titles in the field of poetry, story, and novel, 6 titles in children’s literature, and 12 titles in the field of cinema, theatre and arts, as well as titles in the field of critical studies, encyclopedias and university theses.

Al Owais affirmed that the SDC’s publications are available in Arab and international book fairs and libraries in the Arab countries, and in book marketing worldwide.

Separately, the picturesque, tree-lined avenues of the Champs Elysees in the French capital of Paris features vibrant banners with the slogan of the Sharjah Book Authority (SBA)’s recently launched global cultural campaign, ‘If you’re into something, you’re into books’.

The ‘Into Books’ campaign, unveiled across several Arab and international cities in multiple audio-visual and print formats, sends out a powerful universal message that whatever triggers people’s interests or passions, there is a book out there to fuel their curiosity.

The campaign, which is the largest of its kind in the region and internationally, reinforces the life-affirming and life-changing relationship between the individual and the written word.

WAM