Results and Effectiveness

The idea got the nation talking. History has become more and more common topic among Indonesian youth. More than a hundred thousand of impressions and response in social medias, emails and positive notes were received by Gramedia. Gramedia has dedicated the biggest section in their stores for Indonesian history books and the sales of history books increase 26% ever since. Most importantly, Indonesian youth finally sees the forgotten subject no longer a history.

Creative Execution

The act involved a massive 27,000 history books used to restore an Indonesian significant historical ruin - overnight. This, let thousands of eyes who witnessed the monument to remember how powerful reading can be in restoring history.

Insights, Strategy and the Idea

Indonesian youth today is more interested with what modernity has to offer than they do with history. History is considered as topic of the elders and interest in history is slowly dying out both in schools and the society at large. Since the best way to know about history is through reading, Gramedia as the oldest and the biggest bookstore in Indonesia wanted to spark a conversation that can bring people back to reading history again.