| Title | ILLITERHATE |
| Brand | NATIONAL BOOK STORE , INC. |
| Product / Service | NATIONAL BOOK STORE |
| Category | E02. Social Purpose |
| Entrant | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
| Idea Creation | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Merlee Jayme | Dentsu Jayme Syfu | Chief Creative Officer |
| Miko Quiogue | Dentsu Jayme Syfu | Creative Director |
| Therese Liboro | Dentsu Jayme Syfu | Associate Creative Director / Copywriter |
| Valerie Villaflor | Dentsu Jayme Syfu | Art Director |
| Trishia Vilarmino | Dentsu Jayme Syfu | Junior Art Director |
| Agatha Barretto | Dentsu Jayme Syfu | Account Manager |
| Tabbi Tomas | Dentsu Jayme Syfu | Social Media Director |
| JR Ignacio | Dentsu Jayme Syfu | Chief Technologist |
| Edg Samson | Dentsu Jayme Syfu | Executive Client Director |
| Jace Susara | Dentsu Jayme Syfu | Executive Digital Director |
| Jim Guzman | DAN PH | Head of Social |
| Carla Mendoza | DAN PH | Head of Operations - d+gilit |
| Louise Guevara | DAN PH | Community Manager |
| Yasmin Salamanca | DAN PH | Community Manager |
There’s so much hate online, constantly fueled by social media. National Book Store, the Philippines’ biggest book store, discovered that because reading broadens the mind, people who read more books are more considerate and less likely to pass judgment. So they wanted to lessen the hate by encouraging people to read more books.
On the same social media that allows hate to proliferate, we hijacked hundreds of trending topics on Facebook. In real-time, we intercepted comments of hate, replying with beautiful artwork of lines from well-known books and authors encouraging kindness and understanding, with a call to action to read more in order to hate less, as well as a link to lead them to the online store where they could purchase the book.
The strategy was simple: use the same social media platforms they use to spout hate, but repurpose it to spread kindness and understanding instead. We targeted online users who spread hate using social media platforms like Facebook and Twitter. Online publications on Facebook and Twitter were a rich hunting ground, as many issues in the world today trigger a lot of hate. National Book Store refreshed its equity in the minds of Filipinos as the largest book store, with thousands of titles found in their shelves, both in-store and online, and reinvigorated the desire to read books.
From November 2018 to February 2019, we used a social listening and scanning platform, and targeted online haters. Instead of responding in kind, we responded with kindness on Facebook feeds of highly trending topics. Those we replied to and anyone within the feed who saw it was invited to #ReadMoreHateLess simply by clicking on a link which led them to National Book Store’s website, where they could immediately purchase the book from which the quote was lifted.
During the campaign period, National Book Store's website saw a 52% increase in website visits, 115% increase in online sales and a 29% increase in positive sentiment towards National Book Store as a brand. Not only did National Book Store get a response from the users they engaged with, but other users were also applauding the brands efforts to encourage kindness and understanding within the Facebook feeds.