State Library of Queensland
Here at Carbon, we love libraries…. but visitation
is on the decline. So when the State Library
of Queensland invited us on board to create
a campaign to entice people back to local libraries
across the state we couldn’t wait to be help
create a visitation success story.
The brief
The State Library of Queensland advocates for public libraries to enable a thriving state-wide network of 320 public libraries. Over the past few years, however, there has been a decline in library visitation. While Covid is a definite factor, the decline had begun before the pandemic, with research showing that lapsed and potential users see libraries as not being relevant to them and their needs. In recognition of this, the State Library looked to advocate for local libraries across the state through a ‘Love Your Library’ marketing campaign demonstrating the relevance of local libraries and encouraging communities to return.
The good
Libraries offer more than you think. They are places for everyone to connect — to knowledge, to technology, to community, to history, to other people… the list goes on. Libraries are places where you can curate your own experience to connect to the people and things that matter to you.
Our idea was to play on this with a concept that asks ‘How do you library?’. Designed to be easily personalised by the libraries themselves, the campaign features bold type, colours and playful illustrations, firmly positioning libraries out of the ‘beige’ space, and offering them surprising and fun ways to connect.
The impact
While still in its early days, the campaign is now in use across the state, with local libraries embracing every aspect.
