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ACTION AGAINST INCREASING VAT ON BOOKS GAINS HUGE PUBLICITY

An informal group of publishers wanted to enhance their protests against a governmental plan to increase VAT on books. The concept answering this challenge was to create a barricade of books to block entrance to one of the symbols of Czech culture, the world known Charles bridge. The event was supported by media relations activities. With almost no budget the action got huge media coverage – all the most important media in the country spoke about the event (often front pages or homepages) and the publishers got chance to emphasize their arguments against the VAT increase.