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Bloomsbury has launched a major publicity and marketing campaign for the paperback of Rutger Bregman’s Humankind, reflecting its message of celebrating what we can achieve when we believe that humans are, by nature, good.
A core strand of the publicity will be a series of Instagram live chats between the author and famous faces known for their achievements, campaigning work and inspiring others.
The series will run on the Bloomsbury Instagram account and kicks off today (4th May) at 6 p.m. with a conversation between Rutger and model, actress and activist Lily Cole. Rutger will be talking to LGBTQ+ rights campaigner Ellen Jones on 10th May, and ornithologist and equal rights campaigne Mya-Rose Craig, aka Birdgirl, on 24th May. More names and dates, including a conversation with poet Charly Cox, are still to be announced.
Broadcast media appearances includes the Times Radio breakfast show and Adam Boulton’s “All Out Politics” on Sky News, with podcast appearances including Bruce Daisley’s “Eat Sleep Work Repeat”.
Events include a How To Academy appearance in July, where Bregman will be in conversation with Philippe Sands QC, and an appearance at Dublin International Literary Festival talking to author and journalist Louise O’Neill.
A partnership with McQueens florist will give followers the opportunity to win a copy of Humankind and a bouquet of orange blooms - chosen to match the book jacket - to send to someone who has recently done them a kind deed.
On the marketing side, two large outdoor display ads have been booked in London hotspots, Flat Iron Square and Vinegar Yard, featuring inspirational lines taken from the book.
Bloomsbury is also donating copies of Humankind to NHS staff at trusts across the UK, following their work on the Covid-19 frontline. So far, the company has pledged 100 books and is in talks with more than 30 trusts to gift more copies.
Influencers will be sent “Kindness Kits” which include a copy of the book and a “Kindness Journal” from Papier, plus a tote bag and postcards. Each box contains a book token - inviting recipients to nominate a friend, family member or other contact to receive a copy of the book from Bloomsbury free of charge - and a £5 donation on behalf of each recipient to UK charity 52 Lives.
Bloomsbury marketing manager Genista Tate-Alexander said: “Humankind is the perfect feel-good summer read, especially now that we are beginning to emerge from the pandemic and can look back at how incredibly well people co-operated to keep one another safe over the past year or so.
“In this book, Rutger shows how believing in human kindness and altruism can change how we think and act as the foundation for achieving true change in our society. Reading it was a transformative experience for every member of the Bloomsbury team, and we want to spread the hopefulness we now feel with as many readers as possible.”
First published in hardback in May 2020, Humankind has so far sold more than 150,000 copies across formats in all UK and Commonwealth territories, according to the publisher.
Publicity for the paperback is being handled by Riot Communications.