UWRF, M&C Saatchi Indonesia, Twitter Collaborate through #TheThreadStory

By Carl Cheng
Thursday, 14 October 2021

The long-awaited international literature festival, Ubud Writers & Readers Festival (UWRF, @ubudwritersfest) returns for its 18th year. This year, we collaborate with UWRF and M&C Saatchi Indonesia to produce new literature contents and reignite people’s passions toward literature and books. The collaboration is a celebration of established and emerging literature talents through the creations of stories utilizing Twitter Threads

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Passionate writers and literature lovers will have the opportunity to participate on #TheThreadStory campaign, an interactive activity that harnesses creations of stories inviting people on Twitter using a series of Tweets which will be turned into one officially published book, until October 17, 2021. Content creators who are participating in this campaign include renowned news presenter Desi Anwar (@desianwar), Governor of West Java province Ridwan Kamil (@ridwankamil), and Chairwoman of the Body Shop Indonesia Suzy Hutomo (@suzyhut). 

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“The Festival would not be possible without the generous support of our partners and we are thrilled to add Twitter Indonesia to this line-up. This exciting initiative, #TheThreadStory, helps us achieve our vision and mission to encourage more young Indonesians to read and write. Terima kasih, Twitter.”

Janet Deneefe

Founder & Director of Ubud Writers & Readers Festival.


The Ubud Writers and Readers Festival has been trying to encourage writing and reading for 18 years, but their voice wasn't being heard. M&C Saatchi Indonesia decided to participate in changing the conditions by trying to understand youths' views on books and literature. We harnessed the popularity of Threads on Twitter and asked netizens to contribute their stories in a single thread on Twitter. We then curated more than 270 tweets to be compiled into this book, #TheThreadStory. We're thankful to Twitter Indonesia for their support as a partner and to the hundreds of people who contributed to the first ever crowdsourced book of Tweets in one Thread. We are also thankful to the important role of the UWRF team for being the flag bearers of Indonesia's literary continuity and sustainability. We hope #TheThreadStory provides positive impacts and may inspire many Indonesian youths to fall in love with books as well as literature.

Anish Daryani

Founder & President Director, M&C Saatchi Indonesia


The collaboration with UWRF and M&C Saatchi Indonesia reflects our commitment to encourage people to rediscover their passions for literature. #TheThreadstory is an exciting way for people on Twitter to write stories, share their creativities through Threads, and grow their passions for literature. Through this collaboration, we invite people to find communities that share the same passions wherever they are. 

Follow the #TheThreadstory and showcase your creativity! 

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Carl Cheng


Head of Entertainment Partnerships, Southeast Asia & Greater China

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