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 Meyers fivestones.ca twitter.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 ( s 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) “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 Meyers fivestones.ca twitter.com/jasonmeyers