Another Addiction is Possible

Fnac, France's leading bookseller, continues its fight for reading with a new campaign created by Publicis Conseil, aimed at making books as appealing as screens. 'Another addiction is possible' creates a double meaning, delivering a simple and engaging message whose mission is to promote reading as a modern, desirable, and emotional alternative. The message invites everyone, young and adults, to rebalance their time in favor of reading.

This campaign comes just a few days before the release of the study « Les jeunes Français et la lecture » by the CNL (National Book Centre), which revealed the following figures:

Young people now spend on average only 19 minutes per day reading (compared to 3 hours and 11 minutes on screens) ;
1 in 3 young people aged 16 to 19 do not read at all ;
More broadly, 39% of French people feel that their reading time has decreased, the highest figure in the past ten years.
This initiative to revive reading therefore comes naturally for Fnac, whose history has been marked by numerous commitments to culture, driven by the longstanding belief that culture is both a force for personal empowerment and a driver of social cohesion.

“Reading is sometimes approached in a way that creates anxiety and stigmatizes young people; yet we as adults also need to reconnect with the joy of reading and share it with younger generations. This out-of-home campaign is a starting point, it will unfold through many events and activations throughout the year. We want to bring the general public along with us in this committed and joyful movement.” Florence Lemetais, Chief Commercial and Marketing Officer at Fnac Darty

More than a campaign, a driver for action and mobilization

For Fnac, expressing a clear and distinctive point of view is a first step toward taking action and engaging the general public. This campaign twists the codes of screen addiction and surprises the audience. Shot by the talented Ale Burset, it features a child lying in bed at night, their face lit by the bluish glow of a smartphone. An instantly understandable message that presents reading as 'a good addiction', one that is essential for sparking curiosity and revealing passions.

“Fnac is the brand that fights for culture in France. And there is no fight more emblematic than reading among young people today. We have an entire generation that hasn't yet realized that a good book can be even more addictive than a screen. And so much more powerful.” Marco Venturelli, CEO/CCO Publicis Conseil

This national OOH/DOOH poster campaign, launched on April 7, is supported by a wide range of in-store and social media initiatives to extend and amplify its impact: