Sharjah’s drive ‘Into Books’ weighed in gold at Lynx Awards

Gulf Today, Staff Reporter

Sharjah Book Authority (SBA)’s successful push in breaking stereotypes to help indviduals of all age groups around the globe connect with the fascinating world of reading through a massive global campaign ‘Into Books’, which engaged 52 million people in 46 nations, has scooped three big awards at the prestigious Dubai Lynx 2022 – two gold and one bronze in the categories ‘Film’ and ‘Film Craft’.

Carrying the slogan ‘If you’re into something, you’re into books’, this campaign resulted in Sharjah’s debut win at Dulai Lynx – MENA’s premier award for creative excellence, and has reaffirmed the emirate’s status as a regional cultural powerhouse.

Part of the SBA campaign was a one-minute film whose high production quality, unique art direction and engaging narrative captured the imagination of both children and adults from diverse backgrounds. The Dubai Lynx 2022 jury presented ‘Into Books’ a Gold Lynx and a Bronze Lynx award in the Film category, followed by a second Gold Lynx in the Film Craft category, lauding the campaign for having a tangible global impact, which is reflected in the massive audience engagement numbers.

The campaign registered 78.38 million impressions across social media platforms, reached 52 million users in 46 countries worldwide, became the #1 trending topic on Twitter and led to book sales of over 300,000 on various e-commerce websites that SBA partnered with for the campaign.

Khoula Al Mujaini, Director of Exhibitions and Festivals at SBA, said: “This campaign embodies the vision and directives of His Highness Dr. Sheikh Sultan Bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, to continue strengthening the role of books in building communities. The campaign is also in line with SBA’s mission to support and promote the book industry in the region and around the world.”

She added: “These prestigious awards are a true recognition of our efforts. They reaffirm Sharjah’s impact on the international cultural scene and the emirate’s positive influence on global publishing and shaping knowledge-based communities. Through the campaign, we successfully changed the popular perception that books are only for intellectuals. Ultimately, ‘Into Books’ drove home an enduring universal message that whatever one’s interests or passions, there is a book for that.”

SBA launched the international campaign in August 2021, in several Arab and international cities, with its messages prominently displayed at New York’s Times Square; and the picturesque tree-lined avenues of Champs Elysees avenue in Paris. It was ferried around the UK’s capital in the iconic black cabs; and was advertised across popular malls and streets in Riyadh and Cairo.

Sharjah Book Authority (SBA)  launched the 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 book worms 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 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 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.