The Read and Think project was created in 1999 by Gazeta do Povo and its main goal is the training of young readers, building their critical skills and engaging them with the printed newspaper.
In 2014, the project celebrated its 15th anniversary, a milestone that is associated with major changes in the Brazilian culture. Like young girls have a great party for their 15th birthday to celebrate their transition from childhood into adulthood, and since the project has won great popularity, we decided to honor it accordingly, celebrating its maturity with initiatives that mark the brand changes and the transforming outcomes resulting from the performance of its protagonists. The visual identity of the project was updated, including new typology and modern elements. A new version of the brand was developed with a 15 years commemorative seal for 2014.
The campaign was promoted on the internet, TV, printed newspaper, social media, and others channels. It was awarded 2nd place as the World’s Best Public Relations or Community Service Campaign of 2014 from INMA (International News Media Association). INMA is the world’s top award for news media sales and marketing initiatives. In 2015, this competition generated 578 entries from 190 market-leading companies in 38 countries.