Toronto Public Library (TPL) has engaged LP/AD to develop an awareness campaign that invites Torontonians back to their branches, and (re)introduces them to all the opportunities, services, supports and experiences that help them read, learn, create and connect.
To highlight these opportunities, LP/AD developed the creative around the copy: “TPL opens doors,” referring to a literal opening of library spaces, but also as a nod to the benefits of TPL’s new and current digital and physical offerings.
The campaign is running in Toronto using OOH, TTC, and in-branch surfaces, as well as print and digital channels.
“A library creates opportunities and lifts the overall quality of life in any community,” commented Linda Hazzan, TPL’s CMO. “Our aim with this campaign has been to both welcome the community back into our branches, and also as an extension of all our work to raise awareness of everything that TPL has to offer and to change perceptions of what a library is and how it serves the city.”
“We wanted people to get excited about their library,” commented Sasha Zaprudska, managing director at LP/AD. “The more people know about their library – that it’s a place to learn to code, improve your resume, trace your family tree, meet best-selling authors, have your business plan critiqued, print 3D model prototypes, or just to be alone together in a welcoming space – the better and more successful all our communities will become. The opportunity to help spread that message across the city is the type of impactful work agencies live to do.”
TPL and LP/AD have worked in tandem to develop the messaging and the creative. The campaign is running until the end of the year across the city in OOH, newspapers, at TTC locations, within TPL branches and online. The We Open Doors creative platform will also be used in campaigns throughout 2023.