# Abruptly Ended Fairy Tales The Abril Educacao Ad Campaign Encourages People to Keep Reading By Meghan Young | Published 2014-04-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/abril-educacao References: [adeevee](http://www.adeevee.com/2014/03/abril-educacao-cinderella-geppetto-excalibur-print/) & [artplan.br](http://www.artplan.com.br) For some people, the ending of famous (and not so famous) stories escape them, or simply are re-written in their heads, for a reason that is addressed in the Abril Educacao ad campaign: They stop reading. Since the story ends when they do just that, characters such as Cinderella, Gepetto and Arthur never get their happy endings. Abril Educacao wants to change that. Conceived and executed by Artplan, an ad agency based in São Paulo, Brazil, the Abril Educacao ad campaign depicts exactly where such [fairy tales](https://www.trendhunter.com/trends/fairy-tales-world-kid-stories) abruptly end through a series of [gorgeous illustrations](https://www.trendhunter.com/trends/beige-billboards) created by Mutato Studio. Art directed by Diogo Barbosa with creative direction by Rodrigo Moraes and Roberto Vilhena, the message Abril Educacao is trying to get across is simple: Keep reading. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 83% | Activity: 93% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Interactive Storytelling:** Exploring interactive storytelling platforms and technologies can provide new ways for readers to immerse themselves in narratives and avoid prematurely ending stories. - **Digital Education:** Adopting digital education solutions can help learners access a wider range of stories and engage with reading materials more effectively, encouraging them to continue reading. - **Personalized Learning:** Implementing personalized learning approaches can cater to individual reading preferences and create tailored reading experiences that keep readers invested in stories until the end. ### Industries Being Reshaped - **Publishing:** Publishing companies can leverage technology to develop interactive e-books and digital reading platforms, enabling readers to actively participate in the storytelling process and avoid prematurely ending stories. - **Edtech:** EdTech companies can create innovative educational tools and platforms that empower learners to engage with stories through interactive elements, fostering a love for reading and preventing premature story endings. - **Advertising:** Creative ad agencies can collaborate with brands to develop campaigns that emphasize the importance of reading and leverage disruptive storytelling techniques to captivate audiences and encourage them to continue reading. ## Related on Trend Hunter - [Imaginative Fantasy-Inspired Campaigns](https://www.trendhunter.com/trends/canva-spotlights.md) - [Early Literacy Campaigns](https://www.trendhunter.com/trends/everything-starts-with-reading.md) - [Storybook-Inspired Fragrances](https://www.trendhunter.com/trends/mischief-academy.md) - [Literature-Inspired Pen Campaigns](https://www.trendhunter.com/trends/bic-cristal-pen.md) - [Festive Fairytale Campaigns](https://www.trendhunter.com/trends/gift-happily-ever-after.md) - [Personalized Present Campaigns](https://www.trendhunter.com/trends/wonderbly-everyones-got-favourites.md) - [Iconic Character-Inspired Campaigns](https://www.trendhunter.com/trends/etsys-christmas-ad.md) - [Whimsical Garden Product Campaigns](https://www.trendhunter.com/trends/where-the-good-things-gro.md) - [Ad Inspiration Archives](https://www.trendhunter.com/trends/nobody-reads-ads.md)