Trending PR Campaigns
Read, Earn, Repeat
Singapore’s National Library Board launched a five-year reading campaign that pays residents tiny rewards for logging 15-minute reading sessions. By turning reading into a gamified public challenge and framing the incentive as an antidote to doomscrolling, it created a simple, debate-friendly story for mainstream media.
Why it worked: It hijacked the doomscrolling panic with a counterintuitive fix—paying pennies for 15-minute reads—producing clear metrics, controversy, and easy headlines.
The lesson: Consider pitching a tiny, trackable cash-for-microhabit challenge that tackles a hot anxiety, invites debate, and yields weekly leaderboard data.
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