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The Friends of the Saint Paul Public Library Launches Because of the Library campaign

Date: Mar 31st, 2014

SAINT PAUL - Today, The Friends of the Saint Paul Public Library launched an integrated campaign to raise public awareness of and support for the Saint Paul Public Library (SPPL) and The Friends. The awareness campaign runs from March 31, 2014, through July 31, 2014, with online, print, and out of home media placement, in-library promotions, and social media engagements.   

Campaign: Because of the Library
Find examples of the campaign creative and more background at

The library awareness campaign, designed by Twin Cities creative agency 5IVE, brings attention to the important role the library plays in meeting the city of Saint Paul's diverse learning needs. The narrative was inspired by the experiences of real Saint Paul Public Library users and the increasing public need for learning opportunities and technology access. Bold, fun, and engaging statements reflect the impact on library users who develop and succeed because of the library's services. To keep the tone and look of the campaign authentic, the creative features photographs of real library users throughout Saint Paul.

In his 2014 State of the City address, presented today at the soon‐to‐be‐opened Arlington Hills Community Center, Saint Paul Mayor Chris Coleman took time to support the campaign and encourage everyone in the city to participate and share their own library stories using the campaign hashtag, #BecauseOfTheLibrary. He also congratulated the library for its track record of innovation and for the recent Google Stories video profiling the library's vital role in providing computer training and job search assistance for new Americans. The video, Saint Paul Public Library: Sharing More Than Books, can be seen on YouTube. 

Campaign Goals

  • Raise awareness of the role SPPL plays in the lives of many Saint Paul residents, and invite more people to renew or start their relationship with the library by getting a library card.
  • Highlight the library's free learning opportunities-with more than 6,000 free classes and programs annually-available to everyone in Saint Paul, regardless of race, age, gender, socio-economic, or cultural status.
  • Build civic support for SPPL by encouraging Saint Paul residents to become friends of the library via The Friends membership.
  • Raise contributions to The Friends' capital campaign, which supports major library renovations.  

Campaign Invites Participation

The awareness campaign theme, Because of the Library, also functions as the campaign's official hashtag, #BecauseOfTheLibrary. Key messages inside of the library and on social media, featuring the hashtag, invite library users to share their own library story and become active participants. With the contributions of Saint Paul residents, the campaign will spark new conversations about how the city is strengthened-because of the library. 

About The Friends of the Saint Paul Public Library

Started in 1945, The Friends of the Saint Paul Public Library is a nonprofit, community membership organization dedicated to supporting the Saint Paul Public Library. The mission of The Friends is: to increase the use of the Library through cultural programming and public awareness activities; to advocate for strong public funding of the Library; to provide private funding to enhance Library services; and to share knowledge and expertise to strengthen libraries and library organizations in the United States and internationally.

About The Friends' Capital Campaign

The Friends is beginning the public phase of a capital campaign to raise private funds in support of a $14.8 million public/private investment in Saint Paul Public Library. With an overall campaign goal of $7.8 million in private funds, $5.13 million in pledges and gifts have been received, and The Friends is reaching out to the public in the final stretch. Capital campaign funds will support major renovations at Sun Ray and Highland Park Libraries.

About Saint Paul Public Library

Saint Paul Public Library connects people in Saint Paul with the imperative and the joy of learning through a lifetime. Saint Paul residents can enjoy free access to technology, books, movies, music, classes and more. We're located in 12 neighborhood libraries, Central Library, online, and the Bookmobile. Visit the library in your neighborhood or online at