REBRANDED: “Girl, Woman, Other“ by Bernardine Evaristo - MY LAUNCH CAMPAIGN

As someone hoping to break into the publishing industry — especially the PR and marketing sectors — I’ve been thinking a lot about how books find their readers.

Today, I’m taking a closer look at Girl, Woman, Other by Bernardine Evaristo: its traditional publishing journey, and how I’d reimagine its launch campaign if I were in charge. This is part of a series where I rebrand books I love and explore how publicity can turn stories into moments, movements, and meaningful cultural events.

Original Marketing Strategy

Girl, Woman, Other was first released in 2019 under Hamish Hamilton (a Penguin Random House imprint), which ensured the novel’s access to industry networks and major publicity channels. The publisher used a classic literary marketing approach: sending advance proof copies to influencers and literary critics, pitching to medias, and securing appearances for Evaristo at festivals, readings and book signings.

Because this wasn’t the author’s debut, some of the buzz came organically through her existing fanbase and ties to Black British literary and women’s communities.

The campaign gained momentum following the novel’s nomination for, and eventual win of, the 2019 Booker Prize (alongside Margaret Atwood’s The Testaments). In addition, Girl, Woman, Other got shortlisted for the Women’s Prize for Fiction and the Orwell Prize for Political Fiction.

This prize recognition, plus endorsements from popular figures like Barack Obama brought global attention and secured international rights deals. The book’s vibrant cover was another way of making Evaristo’s stand out visually in shops.

My Reimagined Campaign

If I were to design a campaign for Girl, Woman, Other, I would strive to reflect the novel’s energy and sense of community. Here’s a couple of ideas on how I’d make that happen:

🎭 Theatre-Style Pamphlets

Inspired by Amma’s feminist play in the book, I would design playbill-style pamphlets that will be distributed in bookshops, cafés, and Black-led theatres closer to publication date. These will include “cast” pages with illustrations drawn by Black female artists of all 12 characters, as well as short, 2-3 page excerpts from the opening of the novel. These pamphlets will spark interest in a pocket-size format that is convenient, but also creative and on brand. The illustrations can later be used for other promotional materials like bookmarks, stickers, and postcards.

🎨 Street Art Installations

To represent the bold colours of Girl, Woman, Other, I wold partner with Black artists across London to create murals featuring quotes or motifs from the novel. Think: graffiti of a woman with Adinkra-shaped earrings in Bricklane. Let the city tell the story.

🚇 Underground QR Code Campaign

Because Evaristo touches on immigration and movement, I would centre the campaign around public transport and place most posters and banners at train and tube stations or on buses. These will feature QR codes that take commuters to snippets of the story or voice memos from the audiobook. Intimate, effective and shareable.

🖼️ Theatre and Gallery Collaborations

To celebrate female creativity and focus on the novel’s strong theme of community, I would host a live-streamed "table read" or staged excerpt from Girl, Woman, Other starring Black theatre groups (Young Vic, National Theatre). Alternatively, I would invite Evaristo to give readings at art spaces that blend literature with visual/sonic storytelling. Imagine an event at Tate Modern, accompanied by artwork that responds to Black female stories, immigration, and displacement.

Why This Matters

For me, a great book campaign isn’t just about gathering attention or selling copies — it’s about inviting readers to a conversation, building a community and making a book significant today. Girl, Woman, Other is all about our connection to art and to other people, and I’d like every part of the campaign to reflect that. Coming up with these strategies is not just a creative exercise; it’s a way for me to explore how readers can participate in bringing literature to life.