“Smartest Card” campaign enters its second year

Barbara A. Macikas


Deputy Director


Public Library Association


312-280-5025


bmacikas@ala.org
For Immediate Release


June 10, 2005

“Smartest Card” campaign enters its second year

CHICAGO - Library Card Sign-up Month in September marks the second anniversary of the “The Smartest Card. Get one. Use it. @ your library
®” campaign. Launched by the Public Library Association (PLA) as part of ALA's Campaign for America's Libraries, this “no end in sight” campaign has been picked up and used by hundreds of libraries across the country.

“The library card is a powerful symbol of what the public library offers and what it represents in our democracy,” said PLA President Clara Bohrer. “We encourage local libraries to use this campaign in whatever way works for them.”

The campaign message will be the focus of national publicity materials distributed by the ALA Public Information Office during Library Card Sign-up Month in September. New campaign tools including tips and messages for reaching out to seniors and motivating staff will be added during the second year of the campaign.

PLA is also working with the ALA Office for Research and Statistics and the Public Information Office to collect and package research to demonstrate the impact of the public library.

A campaign toolkit with downloadable art, sample press materials, message sheets and other tools can be found on the PLA Web site at
www.ala.org/pla. Click on the “Smartest Card” icon.

Some highlights from Year I include:

  • George Lopez, star of his own ABC series, poses for a poster and public service ads produced by the ALA Public Information Office. The ads appeared this spring in
    Parents ,
    Ms. and
    Redbook magazine (total circulation: 4 million). They can be downloaded from the campaign Web site for local use.

  • H.W. Wilson contributes $10,000 to become a campaign sponsor.

  • OCLC joins the campaign team.

  • Office Depot's 900 stores distribute over 200,000 backpacks with the “Smartest Card” message and a library card application during September 2004.

  • Theo, a star of the award-winning PBS children's series
    Between the Lions , plugs the “Smartest Card” at a special appearance at the Brooklyn Public Library.

  • The State Library of North Carolina sponsors a statewide campaign during National Library Card Sign-up Month that generated more than 100 news stories in newspapers, TV and radio and many local promotions.

  • Some 41 states and American Samoa signed on to be part of the campaign network