books build lives
Young Glory brief 2016.
"Convince private sector leaders to help educate kids in need around the world (especially girls and those in emergency settings) using their resources, reach and influence."
A concept based on that Penguin Classics would partner up with Global Citizen and make a campaign creating awareness around illiteracy.
Physical as well as online books from Penguin Classics would be designed with a removable cover over the book title. The text on the cover would be impossible to read, but when removing it, the original title would appear. This is supposed to put emphasize the illiteracy over the world, and encourage people to buy books - since Penguin would donate 0,99 cent per sold item.