Mexico's National Autonomous University (UNAM) has launched a campaign encouraging Mexican youth to read by equating perreo, or grinding, with a good book.

The university's Institute of Philological Investigations is using a video and the Twitter hashtag #PerreaUnLibro, Spanish for "Grind A Book," to get young Mexicans reading more.

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."

Many Mexicans are supporting the initiative. However, some are criticizing it on Twitter by merging typical reggaeton lyrics with some of the most famous lines in literature history, from Shakespeare to Cervantes' Don Quixote.