The One Show
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Category
Innovation & Transformation / Innovation in Lockdown
Annual ID
OS_SM21_110M
About the Work
One of the main issues affecting literacy in the United States is the lack of access to books. When schools and libraries were forced to close due to COVID-19, access became even harder for the children of Chicago.
The Chicago Public Library has always been committed to providing equal access to the world’s ideas—so we weren’t going to let closed doors keep us from bringing books and children together.
But we had to get creative, and with the media’s attention focused on the pandemic we needed buzz to stand out.
We called on some of Chicago’s library-loving friends like Oprah and The Obamas to help us create breakthrough content— transforming the library’s Facebook page into a platform where kids could get access to their favorite books every weekday morning.
While new stories were broadcast over Facebook Live every morning, the videos remain live on the page so parents and kids can go back to re-watch the stories they love being read by their favorite celebrities.
The agency provided a marketing toolkit to promote #LiveFromTheLibrary across the library’s social platforms and email, with a big launch announcement from Chicago’s Mayor Lori Lightfoot.
Not only did we provide access to books and story time for the kids who needed it most, but Live From the Library was the most successful campaign in the library’s history with 520 million people reached, 2.2 million hours of stories watched and $0 spent in celebrity fees. The library saw an 800% increase in Facebook followers YOY and digital check-outs were up 30%, proving that the power of reading goes beyond the four walls of the library.
The Chicago Public Library has always been committed to providing equal access to the world’s ideas—so we weren’t going to let closed doors keep us from bringing books and children together.
But we had to get creative, and with the media’s attention focused on the pandemic we needed buzz to stand out.
We called on some of Chicago’s library-loving friends like Oprah and The Obamas to help us create breakthrough content— transforming the library’s Facebook page into a platform where kids could get access to their favorite books every weekday morning.
While new stories were broadcast over Facebook Live every morning, the videos remain live on the page so parents and kids can go back to re-watch the stories they love being read by their favorite celebrities.
The agency provided a marketing toolkit to promote #LiveFromTheLibrary across the library’s social platforms and email, with a big launch announcement from Chicago’s Mayor Lori Lightfoot.
Not only did we provide access to books and story time for the kids who needed it most, but Live From the Library was the most successful campaign in the library’s history with 520 million people reached, 2.2 million hours of stories watched and $0 spent in celebrity fees. The library saw an 800% increase in Facebook followers YOY and digital check-outs were up 30%, proving that the power of reading goes beyond the four walls of the library.
2021 Awards
Total Points: 3
Merit
Credits
Agency
FCB / Chicago
Post Production Company
Lord + Thomas / Chicago
Art Director
McKenzie Moore
Associate Creative Director
Jack Miller
Chief Creative Officer
Andrés Ordóñez
Fred Levron
Executive Creative Director
John Bleeden
Executive Producer
Celena Mossell
Group Creative Director
Amy Ditchman
Motion Designer
Mike Czerniuk
Director, Social Media
Kathleen Bokar
Senior Art Director
Sarah Hollis
Senior Producer
Carolina Velez
VP, Creative Director
Alison Hammer
VP, Group Strategy Director
Emily Jelsomeno
Account Executive
Mackinsey Caudle
Audio Engineer
Alec Chojnacki
Communications Manager
Shelly Yusko
Director, Project Management
Kristin Oberg
EVP, Director of Production NA
Kerry Hill
Global Chief Communications Officer
Brandon Cooke
President
Kelly Graves
Technical Lead
John Skibicki
VP, Management Director
Brooke Ward
Bianca Marcus
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