Cannes Lions

Save Our Libraries

JUNIPER PARK\TBWA, Toronto / SAVE OUR LIBRARIES / 2019

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Overview

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Overview

Background

In April of 2019, the Ontario government announced a 50% cut in funding to public library services. It’s a devastating cut that led to immediate layoffs and cancellations across various programs and services. This budget crisis will affect people across the province and will impact remote communities even more. Public libraries are an important resource, especially for low income and marginalized populations. Save Our Libraries is a movement started to bring concerned citizens together to put pressure on the Ontario government to restore funding to public libraries.

Execution

Save Our Libraries was developed specifically for Ontario as a response to a major announcement from the provincial government that funding to public library services would be cut by a staggering 50%. The campaign featured classic literature, and we carefully selected books based on what we believed would be the most well-known and well-loved stories for Ontarians. With such a broad audience, we chose a range of books, from Dickens’ Oliver Twist to Rapunzel by the Brothers Grimm.

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