Our Public Library"I am looking for someone to share in an adventure that I am arranging, and it's very difficult to find anyone.”- J.R.R. Tolkien, The Hobbit

Jason Meyersfivestones.catwitter.com/jasonmeyers

Toronto Loves its Libraries

"I've been drunk for about a week now, and I thought it might sober me up to sit in a library.”- F. Scott Fitzgerald, The Great Gatsby

75% of Torontonians use the Public Library

The Fords• Elected to “stop the gravy train” at City Hall

• Promised to lower taxes/balance budget without cutting services

• Hired consultants to “find efficiencies”

• Libraries were on the list

"Darkness is cheap, and Scrooge liked it.” - A Christmas Carol, Charles Dickens

The response• Librarian Union wanted to get out before

the cuts to rally support

• Fords had support but there was a sense that sentiment was shifting

• A match was needed to start the fire, so why not libraries?

"Now join your hands, and with your hands your hearts.” - William Shakespeare – Henry VI

What we did• Campaign microsite• Petition Widget

(emails to city councilors)

• Counter

• Social Media Share buttons

• Campaign video

• Media strategy

"But nobody pointed out that the web itself is a miracle.”- E.B. White, Charlotte's Web

The Opportunity

(Tim Hortons is a donut shop with really bad coffee)(Tim Hortons is a donut shop with really bad coffee)

“The man who does not read books has no advantage over the man that can not read them.” - Mark Twain

The Critical Moment

“Don't let the bastards grind you down.” - Margaret Atwood, The Handmaid's Tale

Gas on the fire“All animals are equal, but some are more equal than others.” - George Orwell, Animal Farm

So what happened?• Almost 50,000 petition signatures

• Over 35,000 new joins

• Over 40,000 shares on Facebook

• Over 5,700 Tweets (trending topic)

• Almost 100 media stories

• Ford allies flip flop

• Mayor said no branches will be closed

Keeping the Momentum

"'what is the use of a book,' thought Alice, 'without pictures or conversations?'” - Lewis Carroll, Alice in Wonderland

Why it worked• Read public sentiment and moved quickly

• Recognized opportunities and responded

• Hyper local

• Celebrity fairy dust

• Media attention• Facebook and Twitter (but mostly Facebook)

"'We've got to have rules and obey them. After all, we're not savages. We're English, and the English are best at everything.'” - William Golding, Lord of the Flies

The Dénouement• 10% cut to the library recommended by

city administration

• The campaign continues…

"Not so! Alas! Not so. It is only the beginning!"- Bram Stoker, Dracula

Jason Meyersfivestones.catwitter.com/jasonmeyers