Books Beyond Borders Competitive Student Pitch

Books Beyond Borders tasked us with proposing a marketing campaign to raise awareness and encourage donations for their upcoming book drive. Donated books would be sold to raise money for the construction of children’s libraries in Nepal. The class was split into different groups and proposed different ideas, with the best proposal winning a testimonial from the client.

Our market research revealed 2 challenges for the book donation drive; The strong sentimental value attachment readers have to their books, and the inconvenience of the existing donation process.
Our campaign addresses these challenges by embracing sentimentality, using it as a driving force to encourage donations, reframing the act of donation from a reluctant parting with cherished items to a meaningful opportunity to share the impact and stories held within those books.
We do this by reminding our audiences that their sentimentality is not only derived from their books in its material form, but also from how it enriched their lives; from the stories told to the wisdom imparted.

This transforms the book donation drive from a farewell of pre-loved books to a platform that empowers readers to share the intrinsic value of pre-loved books with others, while being able to contribute to a social cause of improving literacy.

Our proposal also decentralized donation points by collaborating with the People’s Association Grassroots Centers to improve the accessibility to donation points on a communal level.