Sharjah Book Authority’s international ‘Into Books’ campaign weighed gold at Dubai Lynx 2022 Awards

Dubai, United Arab Emirates: The Sharjah Book Authority (SBA)’s successful campaign to break stereotypes to help people of all age groups across the world connect to the fascinating world of reading through a Massive global ‘Into Books’ campaign, which engaged 52 million people across 46 nations, won three grand prizes at the prestigious Dubai Lynx 2022 – two golds and one bronze in the ‘Film’ and ‘Film Craft’ categories .

Under the slogan “If you love something, you love books”, this campaign resulted in Sharjah’s first win at the Dulai Lynx – the premier MENA award for creative excellence, reaffirmed the emirate’s status as a as a regional cultural power.

Campaign creates tangible impact by bringing books to the world’s attention

Part of the SBA campaign was a one-minute film whose high production quality, unique art direction and gripping narrative captured the imaginations of children and adults from diverse backgrounds. The Dubai Lynx 2022 jury awarded ‘Into Books’ a Gold Lynx Award and a Bronze Lynx Award in the Movie categoryfollowed by a second Gold Lynx in the Cinema craft categorypraising the campaign for its tangible global impact, which is reflected in the massive audience engagement figures.

The campaign garnered 78.38 million impressions on social media platforms, reached 52 million users in 46 countries around the world, became the #1 trending topic on Twitter and led to sales of over 300,000 books on various e-commerce websites that SBA has partnered with for the campaign.

Khoula Al Mujaini, Director of Exhibitions and Festivals at SBA, said: “This campaign embodies the vision and directives of His Highness Sheikh Dr. Sultan bin Muhammad Al Qasimi, Member of the Supreme Council and Ruler of Sharjah, to continue to strengthen the role of books in building communities. The campaign is also in line with SBA’s mission to support and promote the book industry in the region and globally.

She added, “These prestigious awards are a true recognition of our efforts. They reaffirm Sharjah’s impact on the international cultural scene and the emirate’s positive influence on global publishing and the formation of knowledge-based communities. Thanks to the campaign, we managed to change the popular perception that books are only for intellectuals. Ultimately, “Into Books” conveyed an enduring universal message that whatever a person’s interests or passions, there is a book for it.”

SBA launched the international campaign in August 2021, in several Arab and international cities, with its messages prominently displayed in Times Square in New York; and the picturesque tree-lined avenues of the Avenue des Champs Elysées in Paris. He was ferried around the UK capital in the iconic black cabs; and was advertised in malls and popular streets in Riyadh and Cairo.


Colin L. Johnson