THE PROBLEM

Indonesia has a literacy rate of 98%. Yet, it consistently ranks lowest among all counties in its readership adoption, year after year. We found out that the enemy of reading was social media and micro-blogging, Indonesia being the Twitter (now X) capital of the world.

THE SOLUTION

Instead of fighting social media, we embraced it. In partnership with Twitter, we launched a twitter campaign inviting people to join a thread, and published the world’s first book of tweets emerging from a single Twitter thread.