New Sharjah drive enhances love of books

Truly Sharjah is the cradle of cerebral pursuit. The emphasis on culture and all things books is on an industrial strength scale. Take for instance its world-famous annual cultural festival Sharjah International Book Fair.

Credit for the Sharjah International Book Fair gaining global cachet solely goes to His Highness Dr Sheikh Sultan Bin Mohammed Al Qasimi, Member of the Supreme Council and Ruler of Sharjah, who has been ramping up the attraction of this cerebral event with full-on fervour by adding new features, and guests, every year.

Seven years ago, the celebrated author Dan Brown was one of the guest speakers to enthral crowds. And he is not the only one. Across the gamut of most countries, a good number of celebrities have sought to highlight the love of the written word.

The emphasis on books forms the cornerstone of Sharjah’s drive to catapult the emirate into the forefront of educational and intellectual development.

Sharjah has a rich experience and role in supporting the cultural movement across the region and presenting an image that befits the status of Arab culture to the world. Egyptian Prime Minister Dr. Mostafa Madbouly has said His Highness Sheikh Sultan draws a lot of love and respect from the Egyptians.

Books are the gateway to wisdom and knowledge, in fact they open a whole new world. An investment in books is key to the success of a cultural project. It forms the stimulus for Sharjah’s inclusive development and the bedrock on which the emirate beefs up its ties with Arab and global cultural cities and capitals. The latest drive by the Sharjah government to spotlight the all-encompassing importance of books is therefore praiseworthy. Sharjah Book Authority (SBA) has launched a global cultural drive to see that people develop a bonding with books. The campaign is the largest of its kind in the region and globally.

The campaign takes off with written, audio and visual versions, and covers the native languages of many countries. It reaffirms the revolutionary ties between a reader and the world of knowledge.

The theme for the campaign is ‘If you’re into something, you’re into books.’ It tries to overhaul or rejig the general misconception that books are only for bookworms and intellectuals. The campaign, which targets every individual regardless of whether he is rich or poor, or Western, Asian or African, highlights the overarching point that whatever may be one’s field of attachment or interest, there is a book that suits the purpose.

Whether you love music, sports or fashion, there is a book that covers information on that. No matter how esoteric the topic, the books are there to satisfy the cravings of curiosity among the general public.

‘Into Books’ seeks to spotlight the fact that the nearly 8 billion people on the planet love to explore the world of words, and in turn become bibliophiles for life.

Sharjah has a fundamental belief in the inherent value and pivotal role of books in advancing humanity, and is founded upon the cultural vision of Sheikh Sultan.

The campaign dwells on diversity and fosters a new breed and generation of readers. Within the pages of a book there is an illuminating awareness to be found, which can make life full of meaning for every reader.

No one is born with a tome on his lap. No matter what your specialisation or sphere of interest is, you become a reader for life when you find that one book that means everything to you.

Sharjah has an out-of-the-box approach to the pages of learning. For it is within the leaves of a book that the tree of knowledge goes and spreads it branches far and wide.