The Spanish Ministry of Culture wanted to promote reading among teenagers. Reading is a habit that tends to get lost once a child reaches adolescence, when new hobbies usually take center stage. Also, in Spanish culture, teens tend to view reading as an unsociable and isolated form of entertainment.
With the “I am Leeder” online campaign we wanted to change that perception, and turn around that tendency in teens. To achieve it, we created a new social “tribe”, the Leeders. Joining the Spanish word for read, ‘Leer’ with the English word ‘Leader’. Portraying this way a tribe of readers that are leaders in many areas and that thanks to their passion for reading they have knowledge that sets them apart from other adolescents.
In addition to the online campaign and a few offline pieces, the web featured a Decalogue that explained the meaning of being a “Leeder”. An inquisitive, tireless, informed, young person that creates his or her own ideas and is of course, free. That is a young person that reads, that is a young Leeder.