Overview: Gama is a groundbreaking initiative aimed at reigniting the diminishing reading culture in Indonesia. By ingeniously merging coffee culture with literature, Gama seeks to make books more accessible, engaging, and seamlessly integrated into the daily lives of Indonesians. Its innovative approach is inspired by the necessity to overcome the challenges of limited access to books, as well as changing societal dynamics and the digital age’s distractions.
How It Works: At the core of Gama’s operation is a circular business model that takes a unique approach to tackling the issue of limited access to books in Indonesia. The journey begins with individuals, particularly those residing in affluent neighborhoods of South Jakarta, donating books they no longer require. These generous donors form part of the “Small Starter Group,” the driving force behind the Gama initiative. The donated books are then meticulously curated and placed in carefully designed trolleys within partner cafes, ensuring high visibility or “obviousness” to cafe patrons. This strategy creates an inviting and easy-to-access reading environment, tempting coffee enthusiasts to select a book while savoring their daily dose of caffeine. Borrowing and returning books follow a streamlined process reminiscent of traditional library systems, with books conveniently returned to any partner cafe. To incentivize reading, every 10th book borrowed earns a free coffee, adding a rewarding element to the experience. Gama also encourages readers to share their thoughts through personal messages on specially provided cards, fostering a sense of community among readers.
Tackling the Challenge: Indonesia grapples with a significant challenge—limited access to books. This challenge is further exacerbated by the digital age and shifting priorities. Gama confronts this issue head-on by encouraging a culture of book sharing and reuse. By focusing on affluent residents in South Jakarta, Gama leverages their affluence and resources, making it easy for them to access and donate books. The initiative taps into their potential to initiate a reading revival, ultimately addressing the book shortage problem and fostering sustainability.
Vision & Mission: Gama envisions a future where reading is not a luxury but a fundamental right accessible to all Indonesians, regardless of their socio-economic background. The mission is to facilitate this transformation by creating a self-sustaining reading ecosystem, challenging existing norms, and nurturing a community of passionate readers.
Why Gama Matters: Gama is a vital initiative because it addresses a pressing issue: limited access to books in Indonesia. In an era characterized by digital distractions, cultivating a love for books is paramount for personal growth, critical thinking, and cultural enrichment. Gama offers an inclusive and enjoyable way for Indonesians to discover the world of literature, transcending barriers and ultimately contributing to a more informed and culturally enriched society.
- Agency/Creative: Josephine Cassandra Widjaja
- Article Title: Gama: Fostering a Literary Renaissance Through Circularity
- Organisation/Entity: Student
- Project Type: Service
- Project Status: Non Published
- Agency/Creative Country: Indonesia
- Agency/Creative City: Jakarta
- Market Region: Asia
- Project Deliverables: Brand Guidelines, Brand Identity, Web Design
- Industry: Education
- Keywords: Books, literacy, Reading, Coffee, mini-library
Graphic Designer: Josephine Cassandra Widjaja