There’s so much hate online, often fueled by social media. National Book Store, the Philippines’ biggest bookstore, found that people who read more are more considerate and less judgmental. To combat online hate, they encouraged reading by hijacking trending topics on Facebook. They intercepted hateful comments in real-time, replying with artwork featuring quotes from well-known books promoting kindness, along with a link to purchase the book.

From November 2018 to February 2019, they used social listening tools to target online haters and responded with kindness on Facebook feeds. The campaign, #ReadMoreHateLess, invited users to click a link leading to National Book Store’s website to buy the quoted book. This initiative reinforced National Book Store’s reputation and encouraged more reading.

This campaign won: Kidlat Awards | Gold | Creative Purpose, Spikes |  Finalist | Social Purpose, New York Festival | Finalist | Promotion of Peace: Brand, Ad Stars |  Finalist | Social Purpose, Gerety Awards |  Finalist | Works for Good