The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2020 One Show - Radio & Audio

Save Our Libraries

Agency TBWA\ Juniper Park / Toronto

Client Save Our Libraries
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Annual ID

OS_RA20_007B

About the Work

In April 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 program/service cancellations. It’s affecting people across the province and impacts remote communities even more. Save Our Libraries is a grassroots movement started to bring concerned citizens together to put pressure on the government to restore funding. Our campaign shows what might happen if there were no government funding for public libraries. In that dystopian future, our beloved books, classic literature, are invaded by the most objectional, intrusive thing possible: Ads. The radio campaigned imagined audio books peppered with product placements. In Alexander Dumas’ masterpiece, The Three Musketeers, the iconic chant of “All for one, one for all!” became a segue for a local pizza to tout two-for-one large three-topping pizzas. The creative closed with the clear message: “If we don’t support public libraries, someone else will,” and directed Ontarians to sign their name at SaveOurLibraries.ca, which redirected to a Change.Org petition. The petition received more than 100,000 signatures from concerned citizens across the province. The government of Ontario clawed back some cuts, but the battle to preserve funding for public libraries is ongoing.