The campaign includes cameos from Iniesta, Xavi, Piqué, Messi and Puyol The objective is to promote reading among Mexican youth
In Mexico City this Thursday La Fundación FC Barcelona and the Consejo de la Comunicación de México presented the agreement they have reached to promote reading habits amongst youngsters. The campaign - ‘Diviértete Leyendo’ - aims to encourage children and teenagers to read for at least 20 minutes a day and features Iniesta, Xavi, Piqué, Messi and Puyol. Barça have thus become the first football club to be involved in promoting reading in Mexico.
“Reading makes you great”
The project was presented by the Club’s Economic and Strategic Vice-President Javier Faus and the President of the Consejo de la Comunicación, Ángel Alverde, accompanied by a number of Mexican public figures including the ex-Barça star Rafa Márquez.
In the promotional ad for the campaign, the Barça players become cartoon guerrillas and take the youngsters into a world of fantasy and emotion which they can encounter through reading. The players can be seen telling the Mexican youngsters: “Reading makes you great – enjoy reading for 20 minutes a day”.
Barça’s big following in Mexico
It should be noted that Mexico is the country with the second highest number of FC Barcelona fans on Facebook, with 3 million followers and Mexico City is the city with the second highest number of followers – 600,000.
During the presentation, Javier Faus explained: “we are very excited about this alliance with the Consejo de la Comunicación. It will have an international resonance and we are sure it will have a positive impact on the education of Mexico’s youngsters”.
Ángel Alverde, recognised the commitment which the Club has shown to promote reading and its help in ensuring a quality education in Mexico: “we are very proud to be able to count on the support of FC Barcelona and to establish this long term alliance”.
The campaign has as its objective the promotion of a culture of reading in Mexico to help create Quality Education in the country which will offer youngsters opportunities for personal improvement to improve their quality of life, increase production and create citizen’s abilities which will contribute to the development and growth of the whole country.