There is a growing trend of libraries across the United States going fine-free, with studies showing that fines only deterred people from using the library and fostered a sense of guilt. A fine forgiveness program that would increase the usage of the St. Louis Public Library, an important resource for our communities. Our job was to create a campaign theme and broadcast television spot to build awareness for the new policy and induce St. Louisans to come back to the library, guilt-free.
Our creative team, inspired by the libraries of our youth that fostered our creativity, coined the phrase, “Overdue? Get a do-over.” In the broadcast television commercial, we reinforced this liberating message with a book draped in a symbolic chain, set free of its bondage and its overdue fines. We used the beautiful, historic downtown library as the backdrop, highlighting its mix of classical architecture and bright, modern fixtures, eschewing the dark, dreary stereotype. We even recorded the voiceover in the library’s recording studio…another benefit of your St. Louis Library card!
After launching across the entirety of St. Louis’ broadcast television stations and out-of-home advertising throughout the region, we are excited to see the results of this awareness campaign. With overwhelmingly positive results in Denver, Kansas City and Chicago, we expect to see this campaign bring many area residents back to the library to take advantage of their wide breadth of services. We look forward to sitting down with our client to discover the results of the fine-free movement.