JENNY JOHNSON: "We believed from the get-go that it couldn't be something as you know -- pictures of kids in libraries reading books and 'Isn't this lovely'? We knew from the research that we had to get people to think differently about the library."
The Online Computer Library Center set out to change that with six million dollars from the Bill and Melinda Gates Foundation.
BARBARA KLEIN: The center hired the advertising company Leo Burnett.
Charley Wickham was part of the team that looked for a way to change the image of libraries.
CHARLEY WICKHAM: "Oh, a library, it’s that quiet place and the newspapers are on those long wooden poles, and there’s rows and rows of books. And whatever -- they kind of have this thing in their mind."
The result: a campaign called "Geek the Library." In the past, people might have taken offense if someone called them a geek. It meant a person who knew more about books or computers than how to talk to other people. But Charley Wickham says this term is now used with pride.
CHARLEY WICKHAM: "You might put geek and library together -- as yeah, the library’s a place where, like, geeky people go. But when we broke that mental synapse and said 'No, no, no, the library is a place for cool people to go and get their geek on,' and that's the thing that made it jump off billboards and jump out of posters. That's the way it got people to think about the library different, and it got the really quick reaction."
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2013-11-25
2013-11-25
2013-11-25
2013-11-25
2013-11-25
2013-11-25