It’s ironic in a world that bombards everyone with so much information that 62% of Australians want to grow their mind and 35% are unsure how to do so.

The easiest way, of course, is through books. WiTH Collective knows that. And audiobook company, Audible.com.au, knows that.

But these days life gets in the way of reading.

So WiTH Collective and PR company, Poem, have launched a campaign for Audible called Grow Your Mind that aims to reconnect people with books – by reminding them what they’re for. In each of the two videos an author – Jane Austen in one and a self-help author in another – is in therapy with a lapsed reader. The issue is not reading. You’ll probably identify with the lapsed readers’ arguments. They might even seem trivial compared to the “grow your mind” reward offered by reading…

…in which case the agency will have done its job.

Tracey Markham, Audible spokesperson, explained, “We understand that finding the time to get through a book can be hard in our busy lives. So this campaign encourages people to consider how audiobooks can be a convenient yet powerful way to invest in the mind.”

To help Australians get back into the swing of reading, Audible has partnered with researchers from the University of Sydney’s Brain and Mind Centre to create the 24 Best Audiobooks to Grow the Mind. The literary guide features fiction and non-fiction, and was built on insights from neuroplasticity research.

The campaign is spread across TV, cinema, digital and outdoor, and heavily supported with publicity and social across platforms Facebook, YouTube, Twitter and Instagram.

Matthew Gain, Head of Audible Australia, commented, “Audible.com.au’s mission has always been to expand the horizons of our listeners and this campaign encourages all Australians to consider how audiobooks can help to grow the mind.

“The benefits of growing the mind are numerous; from bringing better banter to a dinner party, to thinking more adaptively, developing mindfulness, focusing at work or even slowing mental deterioration in later life.”

Grow Your Mind is the third local campaign for Audible in 2017. The audiobook provider previously worked with comedian, Jordan Raskopoulos, on a parody of the famous Roxette song, Listen To Your Heart, rewritten as Listen To Your Book. Audible also partnered with The Equality Campaign to launch Listen To Love, an original audio series investigating equal love and voiced by local celebrities and everyday Australians.

Credits:

Creative & Production Agency: WiTH Collective

Media Buying Agency: M2M

Publicity Agency: Poem

Social/Influencer Agency: We Are Social

Production Company: Photoplay Films

Director: Gary John

Executive Producer: Oliver Lawrance

Producer: Bonnie Fay

Post-Production: The Editors

Sound: Rumble Studios

Client: Sara McConkey & Melissa Gompes