Read More. Be More
The Read More. Be More campaign, launched in Singapore in December 2021 by The National Library Board (NLB) in collaboration with Ogilvy Singapore, is a compelling initiative aimed at inspiring Singaporeans to embrace reading as a means of personal growth and enrichment. This film-based campaign, comprising two media assets, falls within the Public Interest and Recreation, Leisure sectors and ties directly into the National Reading Movement, a multi-year effort by NLB to encourage people to Read More, Read Widely, and Read Together. Central to the campaign is the idea that reading, whether fiction or non-fiction, can transform everyday individuals into more interesting and unexpectedly dynamic versions of themselves. The key asset, The Unmasked Superhero, creatively illustrates this transformation by portraying an ordinary supermarket employee who, through reading, becomes a superhero figure, emphasizing the empowering and enriching power of books accessed via the NLB mobile app. By leveraging engaging storytelling and relatable characters, the campaign successfully communicates the message that reading is not only enjoyable but also a pathway to greater knowledge and self-expression. With over 326,000 views to date, the campaign has garnered attention and engagement on digital platforms, highlighting its resonance with the local audience. The Read More. Be More campaign reinforces the National Library Board’s ongoing mission to make reading an accessible, shared, and inspiring experience for all Singaporeans, inviting them to discover the transformative potential of books and the expanding horizons they offer. For more information, audiences are encouraged to explore the NLB mobile app and visit the National Reading Movement website to join the movement toward a more literate and connected community.
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