"Waldo" in front of one of
Candlewick's U2-themed
window displays.

Almost exactly a year ago, when Candlewick Press moved its offices to Davis Square in Somerville, Mass., the building’s proximity to the Somerville Theatre, a 90-year old movie theatre/concert hall, wasn’t even a consideration. But it became one after it was picked for U2’s Boston concert to promote its 12th album, No Line on the Horizon.

Once the news hit earlier this week that the secret location for the concert would be the 900-seat theatre, the press decided to do something to welcome the Irish band—and to promote literacy. “There really are serious U2 fans here,” says Candlewick president and publisher Karen Lotz, who counts herself among them.

Candlewick installed several window displays of its bestselling titles with a U2 twist, with signs saying “Where’s Bono?” and “Guess How Much We Love U2?”

Candlewick lets the band
know just how much
they love it

And it also set up a book donation challenge. For every person photographed in Davis Square with Waldo on the day of the concert, Candlewick will donate one book to the charity of U2’s choice. For every band member photographed with Waldo, they offered to donate 1000 books. Candlewick didn't contact U2 directly, but it was hard to miss the bespectacled children's book character roaming the neighborhood, or the attention local media gave both the windows and the literacy offer.

U2 guitarist and keyboardist The Edge signed a photo of Waldo yesterday evening, for which Candlewick will make good on its 1000-book donation. Altogether Candlewick will donate 1250 books to a Somerville charity (to be announced) to honor U2’s decision to perform in the city.