The Offset Boxset was made to help viewers gauge how every second of reading can save the planet.

So our OOHs were real-time demonstrations of this.

As consumers read through each piece, notonly did they learn about their effect on the planet, they also learned the exact amount of carbonemissions they reduced byreading it.

Our comms showed people that there is another way to save the planet - reading. And to do more of that, readers were then encouraged to visit our stores to purchase the Offset Boxset, so they could continue to quantify their efforts towards saving the environment.

UAE 2030 VISION

The UAE is charting a course towards a greener, more sustainable future, aiming to be at the heart of the global sustainability movement by 2030. This vision includes a series of strategic initiatives designed to protect the environment, with the government leading the charge by implementing green policies and practices. This commitment is mirrored throughout the nation, as businesses align their operations with eco-friendly objectives, demonstrating a united effort to nurture a sustainable future. However, individuals often struggled to discern how they could personally contribute to these goals

TECH ADOPTION

In the realm of technology, the UAE has positioned itself as a pioneer, leveraging its advanced technological infrastructure to drive progress and innovation. Imagine living in a place where your internet speeds race ahead of the rest of the world (ranked 1st globally in terms of mobile internet speed, with the average internet speed in the country being 179.61 megabyte per second), making every online experience seamless. That's the reality in the UAE, where the digital landscape is so advanced, it's become a playground for tech-savvy folks who thrive on staying connected and ahead of the curve. And when it comes to social media, the UAE is literally the place to be, claiming the title of the social media capital of the world. Here, people juggle an average of 8.2 social media accounts each, ranking third worldwide. It's a vibrant, ultra-connected corner of the planet where staying plugged in isn't just easy; it's a way of life.

RISING SOCIAL MEDIA USE VS. SUSTAINABILITY AWARENESS

In the UAE, soaring social media use meets growing sustainability consciousness, driven by the 2030 Sustainability Vision. This presents a dual challenge: reducing screen time for not only our personal well-being but also our environment, while also tapping into the collective desire for more eco-friendly living practices

A READING REVOLUTION AS A SUSTAINABLE CHOICE

Kinokuniya, as the UAE's premier bookstore, spotted an opportunity to guide this dialogue. The brief was to make people reconsider their screen time in favor of book time—promoting personal enrichment and environmental sustainability.

CHANGING MINDS, HABITS, AND HEARTS

The goals were clear: to encourage a switch from digital screens to the world of books, inspiring a significant cut in screen time and cultivating a reading habit for environmental well-being. Kinokuniya aimed to reinforce its role as a socially responsible brand, committed to literacy and sustainable practices.

Our copywriting approach was strategically designed to highlight the direct correlation between reading and CO2 reduction. We aimed to convey the message that by simply reading, individuals could contribute to a significant reduction in carbon emissions.

We centered each execution around a relatable reading behavior and kept it entertaining, clever and fun to read. The smart twist was that while readers were enjoying the content of each piece, they were also reducing their carbon emissions.

Within the copy, we communicated exactly how much CO2eq readers were reducing. If one piece took 43 seconds to read, readers learned that in those 43 seconds, they reduced 0.83 grams of CO2eq simply by reading instead of scrolling through social media. (This was calculated based on 1.15gCO2eq generated every minute on social media)