Little Free Libraries are open 24 hours a day, seven days a week. Free to all kids. But for some kids, even these free books are not available. In Milwaukee alone, over 1.5 million people qualify for literary services, so we needed raise awareness for the excellent literacy programs that the Boys & Girls Clubs of Greater Milwaukee provide every day. To make our point we made the most accessible way to get a book dramatically inaccessible by installing 12-foot-high little free libraries. By exaggerating something so familiar and accessible it promoted people to empathize with kids who struggle with literacy. Our message solicited donations for the club’s programs and materials to keep getting more books in more kid’s hands. With this effort we really showed how every kid deserves a chance we just need to help put it within reach.

We focused on two very high traffic areas where our audience would be more likely to empathize, identify and donate. The Milwaukee Public Market and the Milwaukee County Zoo both donated high-profile locations for our installations. Parents, children and the some of the more affluent general public encountered these installations in entryways, popular exhibits, and as they had their lunch or dinner. Six libraries were constructed over a week and were installed early one morning. For the month of September 2017 thousands of people couldn’t help but encounter these installations and our message about providing access to literacy programs for thousands of kids around Milwaukee.

Over 17,000 members of the Boys and Girls Clubs of Greater Milwaukee received literacy assistance after this effort. 62% of members scored above benchmark literacy levels, and 86% improved their homework efficiency – remarkable results from a small but mighty activation.