Egypt’s artists, influencers and authors praise Sheikh Sultan

Gulf Today, Staff Reporter

Sharjah Book Authority (SBA)’s global cultural campaign ‘If you’re into something, you’re into books’ has made its debut in Egypt, sending a powerful message in the local dialect on Cairo’s streets – there is a book for you no matter who you are, where you are from, or what your interests are.

The creative campaign has drawn the interest of the public across Egypt and gained significant following in just a few days since its debut. Egyptian public figures including artists, authors and influencers, in particular, have lauded the cultural role of Sharjah led by His Highness Dr. Sheikh Sultan Bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, to promote books and knowledge production on both regional and global levels.

Ahmed Bin Rakkad Al Ameri, Chairman of SBA, said: “This campaign is a true reflection of Sharjah’s cultural project led by His Highness Dr. Sheikh Sultan Bin Mohammed Al Qasimi, Member of the Supreme Council and Ruler of Sharjah, and drives home a universal message about the relevance of books and reading in our lives. Making a significant impact across our region and the world, ‘Into Books’ strongly asserts that books are not just for intellectuals; books are for everyone.”

About the campaign’s debut in Egypt, he added: “The launch in Egypt reinforces Cairo’s and Sharjah’s shared vision to invest in societies through the power of books. The amazing reception our cultural campaign has received in Egypt is not surprising, given the country’s enduring love for books, literature, and the arts, and its invaluable contribution to advancing knowledge throughout history.”

As part of its biggest-ever global campaign, SBA is offering discounts of up to 50% on books through its collaboration with major e-commerce stores. To avail the discount, individuals must scan the QR Code found on ‘Into Books’ campaign advertisements or visit https://sba.gov.ae/intobooks.

Recently, Sharjah Book Authority (SBA) launched a global cultural campaign – the largest of its kind in the region and internationally – across several Arab and international cities to bring people from all walks of life closer to books.

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.

Launched with the slogan ‘If you’re into something, you’re into books’, the SBA campaign aims to bring about a paradigm shift in the popular perception that books are only for bookworms and intellectuals. 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.

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 for 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 drives forward SBA’s key messaging through spectacular audiovisual formats and in the local languages of these nations to ensure the campaign has an appeal within the cultural contexts of diverse audiences worldwide.

‘Into Books’ is SBA’s impassioned call to assert that all 7.9 billion people in the world are in fact readers, and urges them to form lifelong friendships with books and reading.

“‘If you’re into something, you’re into books’ campaign embodies Sharjah’s core belief in the inherent value and pivotal role of books in advancing humanity, and is founded upon the cultural vision of His Highness Dr. Sheikh Sultan Bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah,” explained Ahmed Bin Rakkad Al Ameri, Chairman of SBA.

“We want more diversity and book quantities, and more readers reading in all fields. Every individual who finds a book that suits their interest takes a firm step into the world of knowledge and learning, and that quickly turns into a lifestyle.”