The American Library Association launched its Campaign for America’s Libraries a decade ago to reintroduce the library as a cornerstone of our communities and a vital resource for people of all ages. MG was retained to take the brand for the Campaign for America’s Libraries—@your library—and define its relevance for parents of young children.
Drawing on research showing that parents view taking their children to the library as one of the signs of being a good parent, and that they see libraries as an important part of their communities, our strategy focused on defining the library as a safe and trusted place to spend quality time with your kids.
The campaign we developed—Connect with your kids @your library—featured media partnerships with Lifetime Television and Scholastic Parent and Child Magazine, two flagship brands for our target audience. We also developed a print and online Family Activity Guide, providing ideas for parents on how to use the library to connect with their kids in the library, at home, and out in their communities.