1 2
 
 
  • SUB CATEGORY :
    REDUCED INEQUALITIES
  • COMPANY ENTERING :
    ASIATIC MARKETING COMMUNICATIONS LIMITED, DHAKA
  • TITLE :
    THE UNWRITTEN STORIES
  • BRAND :
    BIDYANONDO FOUNDATION
  • ADVERTISER :
    BIDYANONDO FOUNDATION
  • AGENCY :
    ASIATIC MARKETING COMMUNICATIONS LIMITED, DHAKA
  • CHAIRMAN :
    ASADUZZAMAN NOOR
  • MANAGING DIRECTOR :
    FERDOUS HASAN NEVILLE
  • EXECUTIVE CREATIVE DIRECTOR :
    MOHAMMAD AKRUM HOSSAIN
  • CREATIVE DIRECTOR :
    MD. ABDULLAH AL RANA/ASM TANVIR HASSAN
  • ART DIRECTOR :
    MD. AZIZUL HAQUE
  • COPYWRITER :
    KAZI NAIM UDDIN/FARZANA YESMIN MUKTA/
    TASNUVA BAHAR CHOWDHURY/ZAYED BIN MUBIN
  • DIRECTOR, CREATIVE OPERATIONS :
    KASHFIA NAHREEN
  • ACCOUNT DIRECTOR :
    MEAH MOHAMMAD RIFAT HASAN
  • ACCOUNT EXECUTIVE :
    FARAH ASGHAR/ADNAN AFTAB
  • BUSINESS STRATEGY DIRECTOR :
    MANAS PAUL
  • PR DIRECTOR :
    ZAIDUL ALAM
  • MEDIA AGENCY :
    ASIATIC MARKETING COMMUNICATIONS LIMITED, DHAKA
  • PR AGENCY :
    ASIATIC MARKETING COMMUNICATIONS LIMITED, DHAKA
  • PR DIRECTOR :
    ZAIDUL ALAM
  • CAMPAIGN SUMMARY :
    Context:
    24% of Bangladesh’s population can’t read or write. Yet, many of them are storytellers. Since they express themselves orally, their stories spread by word of mouth. Not only do they lack a platform to express themselves, their stories are often stolen by educated authors. They end up receiving no credit or remuneration.
    Brief: Bidyanondo Publications is a new publishing house that aims to inspire and increase compassion to aid the disadvantaged population of Bangladesh.
    The brief was to create an engaging campaign by targeting a marginalized community, help them in a sustainable manner, and increase brand visibility, equity and love for Bidyanondo Publications.
    Idea: The Unwritten Story is a platform to turn storytellers who can’t read or write into published authors.
    Insight: There exist marvellous storytellers in Bangladesh who can’t read or write but share their stories orally.
    Objectives: Preserve stories that are being lost.
    Provide renumeration and recognition to storytellers who share stories orally.
    Help a marginalized community.
    Showcase new stories or facets of society not commonly seen.
    Impact: A platform was launched for the first in Bangladesh through which original unwritten stories will be collected, compiled and published annually.
    The storytellers found a new avenue for their creative expressions, and readers were given access to unique stories and parts of Bangladesh’s culture.
    Due credit, recognition and renumeration was ensured for storytellers and they could make their debuts as published authors.
    The book stands as an intellectual property. The profit that arises every year from sales, half the profit will go to the storytellers and the other half will be used to fund education for underprivileged children.
  • CREATIVITY/IDEA/INSIGHT :
    The Unwritten Story is a platform to turn storytellers who can’t read or write into published authors. There exist marvellous storytellers in Bangladesh who can’t read or write but share their stories orally.
    We formed a team of writers and volunteers to collect stories from the storytellers who can’t read or write from every corner of Bangladesh. After which we selected 12 stories for the 2023 edition of the book. The book was even designed with the thumbprint of a person who can’t read or write.
    The project allowed them to express themselves, provided them recognition, due royalties and access to a host of readers.
  • STRATEGY :
    Target audience: The primary target audience comprised of readers who are looking for new and interesting stories. They were allowed to experience a part of the country’s culture that they previously couldn’t.
    By positioning Bidyanondo Publishing—a new venture —as a source of unique stories, we heightened the brand to a level where people sought out the book by themselves.
    Approach: In order to capture their attention, we launched the book during a culturally significant time of the year, just around the International Mother Language Day which originated in Bangladesh. The largest book fair of the country also takes place at this year, the Ekushey Boi Mela. This is where the book was launched.
  • EXECUTION :
    Implementation: We formed a team of writers and volunteers to collect stories from the illiterate population from every corner of Bangladesh. After which we selected 12 stories for this year’s book. The book was even designed with the thumbprint of an illiterate individual.
    Timeline: February 1, 2023 to February 28, 2023
    Placement: The largest book fair of the country, Ekushey Boi Mela.
    Scale: A platform that can be scaled and sustained by publishing anthologies. This was a countrywide campaign that utilized the cultural insight of illiterate storytellers in Bangladesh who share their stories orally. The stories were collected from all over the country and awareness of the book was also raised on a national level.
  • RESULT :
    People who can’t read or write made their debuts as published authors.
    Stocked out in 2 days.
    11,005 copies sold.
    Permanent platform to publish the stories of those who can’t write.
    Immense popularity across social media.
    Covered by most national media outlets.
    Best seller at the national book fair.
    Zero budget organic PR value: 1M USD
    500 stories collected from all over the country.
    Reached 14,543,289 people on Facebook.
    Engaged 787,959 people on Facebook.
    The Unwritten Story Vol. 2 is set to be launched in 2024.