A Japanese team from Keio University have come up with a clever idea which could help literacy numbers in India while also spreading the brand of Amazon to the sub-continent. "Awaken by Amazon" was one of the winning entries for the Future Lions award at the Cannes Lions Festival of Creativity, which awards the best conceptual student work. The brief from Cannes is to connect an audience of your choosing to a product or service from a global brand in a way that wasn't possible five years ago.
The problem lies in the simple fact that 300 million people in India can't read or write. The campaign video suggests that this is due to the lack of books in the country but perhaps it has something more to do with the absence of adequate school infrastructure and the issue of discrimination of people in the lower caste. Conversely in the western world, the ease of access to devices like the Kindle, can make physical books obsolete.
Using these insights to direct their solution, "Awaken by Amazon" is a recycling service for used books which will be implemented through the Amazon shipment system. When someones buys a book through Amazon, the shipment of that book will be done via a reusable postal box (similar to previous post RePack). Once opened, the purchaser can place their used books back into the packaging which gets shipped back to Amazon. The used books then gets donated back to Indian temples and libraries while the donator receives a free copy of the recycled book in a digital format. Happy times for both parties involved.
I get a little bit cynical as the video progresses with the audacious claim that the idea of "books = Amazon" will spread across the country. Nevertheless, one has to remember that the Cannes Lions is primarily an award for advertisers.
Negatives aside, its concept of social entrepreneurship and social responsibility for a big organisations is one that large companies could and should be implementing. Who knows, maybe Amazon might even take it up.
Thanks @sketchydeer for the heads up.