The campaign, driven by the AVIVA Agency for the Promotion of Valencian, collaborates with local bookstores Ambra, Gavina, and Ferrer. These establishments will gift readers a limited edition cloth bag, featuring the legend of La Delicà de Gandia.
“"We want to encourage reading in our language and, at the same time, reclaim the stories and words that are part of our collective identity."
The central image of the campaign is La Delicà de Gandia, one of the city's most emblematic legends. The illustration, created by the Lola Terreta studio, depicts her silhouette and the Collegiate Church using local words and expressions, such as fideuà, the Tio de la Porra, panous, or the Torre dels Pares.
The legend of La Delicà de Gandia, which gives rise to the nickname of Gandia's inhabitants, dates back to the 15th century, during the time of Dukes Joan Borja and Maria Enríquez. It tells the story of a young woman who died when a stone rosette fell on her head, and popular irony attributed her death to her supposed "delicacy."
According to tradition, upon shrouding her, it was discovered that she wore a chastity belt with the Borja coat of arms, fueling the belief that she had a relationship with Duke Joan Borja. As a symbolic gesture, Maria Enríquez ordered her to be buried at the threshold of one of the Collegiate Church's doors as a public shaming.
To obtain the bag, interested individuals simply need to purchase a book in Valencian at the participating bookstores (Ambra, Gavina, or Ferrer) while supplies last. Gandia City Council invites citizens to enjoy reading in Valencian and rediscover the stories that define the city.
