2025

More Than Books

Sector

Local Government, Advocacy, Community & Public Services

Impact

Repositioned libraries as vibrant, future-ready community hubs. Sparking pride, conversation, advocacy and renewing relevance.

Scope of Engagement

Research and Discovery, Consultation, Strategic Communication, Campaign Creative, Visual and Verbal Collateral Design, Video Direction, Creative and Production, Motion Graphics, Merchandise.

Uncovering the True Value of Libraries

Libraries hold a special place in our communities, yet too often they are stigmatised as outdated relics of the past, dusty shelves and quiet rooms.
As society changes decade after decade, this perception poses a risk to both their relevance and funding. FEENEY undertook desktop research and social listening to capture current perceptions, finding that libraries were widely valued but often misunderstood.
Far more than repositories of books, libraries are vibrant hubs of learning, connection, communication, and opportunity. They are places where equity, digital inclusion, and lifelong education converge. The challenge was clear: reposition libraries not as nostalgic holdovers, but as vital community assets deserving of investment for the future.

A Campaign That Celebrates and Provokes

To address this challenge, FEENEY created a campaign built on a powerful rhetorical statement: “HOW GOOD ARE LIBRARIES” Designed as both a celebration and a provocation, the phrase prompted audiences to reflect on something of immense value they may have taken for granted.
By combining subjective sentiment with objective proof, the campaign reframed libraries as indispensable community pillars. Tangible, empirical data were used to demonstrate their measurable impact on educational outcomes and social inclusion. At the same time, the brand language invited people to engage in a conversation filled with positivity and pride.
This dual approach elevated libraries from passive spaces to active, dynamic forces in people’s lives.

Amplifying Voices, Driving Advocacy

FEENEY developed a suite of campaign materials that brought the strategy to life across multiple platforms. A bold, distinctive colour palette, paired with posters, bookmarks, and library bags, activated the message across libraries statewide, reinforcing visibility in the spaces where people connect.
A campaign video, directed and produced by FEENEY, captured the authentic voices and stories of library users, showcasing lived experiences that statistics alone could not convey. Edited into short “voice pops” for social media, the content extended the dialogue online, encouraging communities to share their own perspectives and champion the value of local libraries.
By combining storytelling with data, FEENEY reminded the public of the vital role libraries play while equipping stakeholders with the narrative and evidence to advocate for increased funding.