Getting Finland Reading Again

Launching a new campaign to increase national readership.

Finns have always been known to be good readers. But recently, overburdened schedules and several other competing activities have impacted the amount of time people spend reading. Otava, a leading Finnish publishing company, asked Touch to modernize the image of reading and raise the public’s appreciation of it.

In turn, we created a nationwide campaign that reminds people of the benefits of reading while also increasing sales. The main message of the ‘Lukeminen on Pääasia’ (Reading is a head/main thing) campaign is to communicate that it is equally important to exercise your mind as well as the rest of your body.

The campaign was widely adopted throughout Otava and has become one of the main promises of the group. The campaign continues to be active on Facebook and on a specialized reading website.
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