The campaign succeeded - according to the award jury - in achieving a tangible impact worldwide in encouraging reading, through an illustrated advertisement with professional techniques, and employing high directing arts to deliver the campaign’s message and bring it closer to viewers. The campaign recorded 78.38 million interactions; It reached 52 million people in 46 countries, and succeeded in selling more than 300 thaousamd books on SBA platform.

Khawla Al Mujaini, Director of Exhibitions and Events Department at the Sharjah Book Authority, said that the campaign came in line with the directives of His Highness Sheikh Dr. Sultan bin Muhammad Al Qasimi, Member of the Supreme Council and Ruler of Sharjah, calling for strengthening the role of writers in building societies and opening the horizons for their communication with global cultures. The campaign also embodies SBA directions and main role in supporting and leading the book industry in the region and the world.

Khawla Al Mujaini added that the campaign award represents the authority's mission and efforts, and it is an affirmation of Sharjah's presence and influence in the world cultural scene, and its ability to make a difference in the knowledge production, interest in reading, and building a knowledge society. SBA has succeeded in changing ways of encouraging reading, whereas the Authority overcame the stereotypical image of readers about their interest in literature, history, poetry, research and studies only, and sent a message to every person on earth, emphasising that whatever is the interest, there is a book that meets their passion and aspirations, whether it is in skiing, video games, fashion, or other topics.

The campaign “If you are into something, you are into books” was launched in 2021 in a number of countries around the world, and its messages were distributed in the Times Square in New York, the Champs-Elysees in Paris, on taxis in London, and along the streets of Cairo and Saudi cities, in addition to all emirates of the UAE.