"SIT DOWN AND READ": THE MADRID CAMPAIGN THAT WINS GOLD AT THE M&M GLOBAL AWARDS
2024/10/31
The “Siéntate a Leer” campaign, an initiative of Madrid City Council in collaboration with JCDecaux, has been awarded Gold in the Best Campaign Led by Traditional Media category at the M&M Global Awards. This prestigious award highlights the innovation and reach of a campaign that transforms public spaces into meeting points for reading.
Book benches: A space for reading in Madrid
Since May 2024, 20 book-shaped benches, spread across 8 districts of Madrid, have turned the city streets into an open-air museum and a resting place for book lovers. Designed by JCDecaux, the “book-benches” allow citizens to sit and enjoy a moment of reading while exploring a literary work available in the publishing group's catalogue. Each bench includes a QR code that links to the "Todo está en Madrid" portal, where users can access an interactive map with the location and details of each work and author, facilitating the experience.
A recognition that adds to other awards
"Siéntate a Leer" has not only won Gold at the M&M Global Awards, but has also received Silver in the Best Use OOH category at the Festival of Media Global Awards 2024 and was a finalist at the AEVEA 2024 awards in the Highest Return and Effectiveness category. In addition, its previous edition was also recognized with several awards in 2023, consolidating the campaign as a continued success in innovation and urban culture.
A commitment to culture and reading
The “Sit Down to Read” campaign is a clear example of how creativity can revitalise urban life, promoting culture and facilitating access to reading in public spaces. Promoted by Madrid City Council and JCDecaux, this initiative seeks to strengthen the network of local bookstores and neighbourhood libraries, offering citizens a space to discover the pleasure of reading outdoors.
Visit our link at Todo está en Madrid and check out the interactive map of where the nearest book banks were. In the next edition we will return with a new route where you can enjoy reading in the heart of the city.