New York Public Library Launches Grass Roots Advertising Campaign "Take Out -- Give Back" To Support Collections and Services

New Yorkers Encouraged to Sign Up for Their Free Library Cards

New York, NY, December 15, 2003 -- In the second phase of an ongoing fundraising campaign, The New York Public Library has announced a new advertising program geared toward raising private funds from New Yorkers. Themed "Take Out -- Give Back," the ads encourage donors to contribute a minimum of $17, the average cost of buying a book.

"We are moving into this phase of the campaign on behalf of the thousands of New Yorkers who research, read, study, and learn at the Library every day," said Library President Paul LeClerc. "We have an obligation to the parents who come with their children, to the college students about to embark on the world, and to all of the others who take advantage of our vast resources. This campaign will help us to raise awareness of the role of the Library in people's lives and help us to secure its future for all the users who depend on us."

Grass Roots Campaign in Library Communities
"Take Out -- Give Back" posters and postcards and point-of-service displays have just begun to appear in Library branches throughout the City, designed pro bono by Ogilvy & Mather New York. Envelopes are provided within the countertop displays, encouraging patrons and friends to make a contribution on the spot, or to mail in their donation later. Patrons may also make contributions over the web at nypl.org/giveback. "For decades New Yorkers have drawn on the education and services that the Library provides," said Bill Gray, Co-President and Managing Director of Ogilvy & Mather New York, and a member of the Library's Board of Trustees. "The ‘Take Out -- Give Back' campaign shows New Yorkers who use the Library how easy it is for them to help out, how small contributions can make a difference."

Media Alliance Program
The Library has also developed a Media Alliance Program in which local media outlets provide free advertising space to promote the campaign. The New York Times, the New York Post, and the New York Review of Books are among the print publications that have volunteered to run the print ads. Radio and television ads featuring Broadway star Brian Stokes Mitchell have been created pro bono. WABC-TV and WNYC radio have also signed on as Media Alliance Partners, and additional TV and radio stations have agreed to run the ads as Public Service Announcements. Online, The New York Times Digital and Google will promote the campaign.

Campaign Goals
The first phase of the "Take Out -- Give Back" campaign was launched by the Library and Mayor Bloomberg in May of this year, with the goal of raising $18 million in private funds over the next three years to protect collections, and core programs and services. The Campaign was the Library's pro-active response to the economic downturn, which continues to be felt throughout the Library; its aim is to safeguard the Library against drastic reductions from which it could take decades to recover if not immediately addressed. "The history of New Yorkers shows that we always come together to protect our own," said Mr. LeClerc. Building a Library through a public-private partnership has been our tradition for more than 100 years."

Library Card Drive
The Library is also capitalizing on the launch of its "Take Out -- Give Back" campaign as an opportunity to enlist new Library cardholders, while making New Yorkers aware of the vast array of collections, programs, and services that are available to the public absolutely free of cost. Four-color cards now feature the same lively new look currently being used for branch banners, brochures, and other Library materials. This visual identity is being rolled out on new materials as the need for them arises and as funding is available.

"We encourage everyone to use their cards to "Take Out" something of interest to them," said Mr. LeClerc. "And if you don't have a Library card, now is a good time to get one. Anyone who lives, works, or goes to school in the State of New York is eligible."

Visitors may stop in to any one of the Library's 85 branches in the Bronx, Manhattan, and Staten Island and sign up for a new Library card. The card gives patrons access to books, materials, programs, computers, and all that the Library has to offer, at no cost. The goal of this card drive is to achieve at least a 10% increase in the number of new library card applications through the end of this fiscal year, or nearly 200,000 new card holders.

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Contact at 212-221-7676:
Nancy Donner, Caroline Oyama, or Jenn Bertrand

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