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Book Burning Party

Award: Graphite Pencil

Graphite Pencil / Digital Advertising / Integrated Digital Campaigns / 2012

Troy, Michigan couldn’t afford to sustain its library, so it scheduled a vote for a tax increase. A strong anti-tax group waged a dominating campaign against it. Posing as a political group, we posted signs around town that said, ‘Vote to close Troy Library August 2nd, book burning party August 5th’. We invited everyone to our Facebook page, adding Twitter, Foursquare, online classified ads, flyers and more to drive engagement. The campaign became international news as outcry over the idea of burning the library’s books drowned out the opposition and galvanised support for the library – which won by a landslide.

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