Top University in Mexico launches controversial 'grind your book' campaign
Universidad Nacional Autónoma de Mexico is hoping to reach 'la juventud' and improve the country's literacy rate in a new campaign called "perrea un libro," or "grind a book," Fusion reports.
Via Fusion
Mexico has a big illiteracy problem and the social campaign is based on the idea that Mexican youngsters don't like to read but they do like to dance. The university teamed up with Panamanian singer "Baby Killa" to instill some coolness into reading and to show the country's youth that books can be fun when you read them in a cumbia and reggaeton mash-up style known as "cumbiaton."
The campaign has received mixed responses on Twitter, but seems negative overall:
El Instituto de Investigaciones Filosóficas de la UNAM saca el programa #PerreaUnLibro. Ay, UNAM, ya deja de hacer el ridículo.
- Chumel Torres (@ChumelTorres) April 9, 2015
"UNAM's Institute of Philological Investigations launched the campaign #PerreaUnLibro. Hey, UNAM, stop being ridiculous." - Chumel Torres
Quién en la @UNAM_MX y en el @IIFL_UNAM aprobó #PerreaUnLibro? El perreo denigra a la mujer, exhorta a la violación, la vuelve objeto.
- Lino ┼ (@Drencromo) April 10, 2015
"Who at UNAM approved #PerreaUnLibro? Twerking degrades women, violates them, and makes them an object." - Lino
#PerreaUnLibro.. HOW ABOUT NO?!?
- Pat. (@054Psyduck) April 9, 2015
More from AOL.com:
See the mural campaign in honor of the 22,000 missing persons in Mexico
'Luz Clarita' actress Daniela Luján, then and now
This week's #WCW is Salma Hayek
