4A’s StratFest 2019 James Fraser, Head of Strategy, Mother New York | New York Public Library

James Fraser, Head of Strategy, Mother New York | New York Public Library

In 2016, only 20% of U.S. teens read a book of any kind. That’s the lowest ever figure in U.S. history. The assumption is that social media is the enemy, so the question and brief and challenge was how to help the New York Public Library survive and thrive. The solution was to tackle social media head-on by creating InstaNovels, books on NYPL’s Instagram Stories.

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