The ballot initiative was even endorsed by the troy chamber of commerce, which felt saving the library was good for business. The fact that the book burning party campaign was ostensibly run by a group called safeguarding american families or safe and the true intent wasnt revealed until well into the debate has angered some people. Mar 23, 2012 the marketing team began planting signs around the city that said vote to close the library aug 2nd. Microsoft word troy library lesson plan module 8 klar.
The burning of troy was catalyzed by the rapid death of richard foersters partner of fifteen years. Behind the book burning party nick notes nick parish booksbookburningparty. Unsurprisingly, librarians were among those that found the idea even as a joke of a book burning distasteful. Book burning hoax results in huge support for michigan. Safeguarding american families printed up signs that said. Book burning party revealed as hoax troy, mi patch. Signs advertising a book burning party at our public library on a date just days after the election began popping up around troy. With little money, six weeks until the election, facing a well organized antitax group whod managed to get two previous librarysaving tax increases to fail, a bold approach was needed. The marketing team began planting signs around the city that said vote to close the library aug 2nd. Last week, the 2012 epica awards announced that leo burnett detroits troy library book burning party won the firstever international epica dor with a grand prix in interactive. Troy librarys book burning party pr campaign actually got the good people of troy, michigan, out to vote for a tax increase to support the public library system last summer to the dismay of the local tea party contingent. Although troy was very sneaky with their tactics a great library was saved for the time being. On july 10, 2011 tweeted, there are 200,000 reasons to close the troy library.
Its worth noting that troy library officials werent involved in. Autoplay when autoplay is enabled, a suggested video will automatically play next. At some point the history isnt clear on exactly when the real players behind the book burning campaign revealed themselves to be the ad firm leo burnett arc. Although i dont live in troy i can tell you this library was and still is in trouble. Ad agency punks the tea party in troy, michigan crooks. To connect to this universal experience, foerster consciously employs various distancing devices. There is much to learn from this amusing and heartening victory. A vote against the library, is like a vote to burn books. Cities all around us have passed their library millages while troy in all of its somerset mall splendor has a contingent of belligerent antitaxnomatterwhat politicians taking control of the election message.
It worked the library got the tax increase to stay open and leo burnett got a bunch of awards. A want ad appeared in the troy times appeared clowns and ice cream vendors for the book burning party source. Troy, michigan couldnt afford to keep its library open, so it scheduled a vote for a tax increase. Posing as a political group, we posted signs around town that said, vote to close troy library aug 2, book burning party aug 5. The 2011 troy, michigan bookburning campaign was a clever bit of guerrilla marketing carried out in social media and on street corners. Via mediabistro when troy library was at the brink of being forced to shut its doors, leo burnett decided to take back the podium from the tea party, changing the conversation from an. Apparently, threatening the public with a book burning is a good way to get people to do things for you. The bookburning campaign that saved a public library citylab. The burning of troy has been selected winner of the poetry category for the 2007 maine literary awards. See 1 tip from 4 visitors to library book burning location. They put up yard signs all over town, placed a classified ad asking for clowns and caterers for the party, and posted a facebook page.
They called it the book burning party, and thought, by creating a hyperbolic enddays situation, offending troy citizens, they could have a big reveal and remind the town how important libraries are. Troy public library the book burning party on vimeo. Gold world medal winner at the 2012 nyfa in the marketing effectiveness category social benefit. This interview is a companion to behind the book burning, a closer look at the public affairs marketing around the 2011 troy library millage. The company produced a guerilla and social marketing campaign pdf in which they pretended to be a clandestine group urging people to vote to close the library so they could hold a bookburning party afterward. Architectural programming presentations and workshops strategic planning help guidance and coaching architectural consultants. Theres a video of a single burning book on the book burning party facebook page with the caption. But there will be no massive, organized book burning festival if the library closes, regardless of how earnestly people fret over this troy book burning party stunt. Michigan library saved by book burning party campaign. Its not possible to overstate the importance of libraries as idea beacons, agents of literacy, and centers of community life.
Dec 22, 2018 yard signs began appearing throughout troy that read. The troy library book burning campaign rhetoric and civic life. The book burning campaign by supporters of the troy library was a brilliant use of rhetoric to direct a discussion which they thought was misguided. This is a firsttime epica grand prix award for the usa.
Troy, mi group says campaign to close the troy public library is a satirical appeal to voter emotion. Impressive effieaward winning campaign to save the troy library by leo burnettarc worldwide even if using slightly questionable deception and the application of reverse psychology to achieve the goal against a very wellorganized and very vocal opposition. How a book burning party saved the troy public library. The idea of a book burning party angered the citizens so much that they decided to push back by posting comments on the facebook page about the merits of libraries and books. The book burning party was a great example of rhetoric in everyday life. We invited everyone to our facebook page, adding twitter, foursquare, want ads, flyers and more to. But one wonders if inviting people to a maga bookburning party after trumps reelection would even make a dent in voters minds now. Vote to close troy library on august 2nd book burning party on august 5th along with a facebook page address. We let history and the girls curiosity guide our conversation, we played reporter, did a little digging, and.
Very soon after i began looking for the facts behind the book burning party awards case study, phillip kwick s name stood out. Yes, you read that rightthey invited everyone to burn the entire collection of. Jun 17, 2012 the campaign ultimately revealed that the book burning party campaign was a hoax and that their intention was to send a message. A strong antitax group waged a dominating campaign against it. So, the library supporters, with the help of leo burnett, one the worlds premier advertising agencies, started a campaign. Was the book burning party campaign to save the troy public library effective, or just an elaborate scam to celebrate an ad agency. Awardwinning bookburning hoax saves troy, mi libraries. After 25 years of being solely europeanbased entries, the paris creative competition opened entries worldwide for the first this year. They have funding for a few years but they are going through. Of course, a book burning party is an extreme and, some might say, perverse stretching of that story, but given the risk of losing their library forever, supporters felt that extreme measures were required. Sep 21, 2012 book burning party the book burning campaign by supporters of the troy library was a brilliant use of rhetoric to direct a discussion which they thought was misguided.
Behind the book burning party nick notes nick parish. Jun 16, 2012 the leo burnettarc worldwide agency has won a gold prize in the effie awards for their hoax book burning party campaign, which is credited with saving the public library in troy, mi. How do you explain a book burning party to a 7 and 11 year old. Jul 16, 2011 community corner book burning party revealed as hoax group says campaign to close the troy public library is a satirical appeal to voter emotion. I first became aware of the book burning party in july 2011 when i saw a sign advertising it at an intersection near my home. Book burning party blog pennsylvania state university. No one wants to be a part of a town that burns books, and the outraged citizens of troy pushed back against the idiotic book burners and ultimately supported the tax increase, thus ensuring the librarys survival. This is one of the most important elements that you will have to take care of. The public was enraged at the sight of these signs and, through a combination of videos and merchandise, the campaign exploded, causing an uproar among social networks and community events.
You have complete freedom when it comes to the subject, but you do have to follow strict grammar and punctuation rules. The troy library book burning campaign rhetoric and. Library book burning location now closed field in troy. Which brings us back to today, as leo burnett is awarded four prestigious cannes lions for the book burning party campaign. Aug, 2012 the troy library book burning party youtube.
Its worth noting that troy library officials werent involved in the campaign and were shocked by the strategy. Jul 29, 2018 10 creative guerilla marketing tactics to boost your brand, company, or cause. The bookburning campaign that saved a public library. Jun 30, 2012 the book burning party impressive effieaward winning campaign to save the troy library by leo burnettarc worldwide even if using slightly questionable deception and the application of reverse psychology to achieve the goal against a very wellorganized and very vocal opposition. Yard signs began appearing throughout troy that read. Burning a book is like burning a work of art something a person worked months, years, even their whole life to write. Sep 20, 2012 the book burning party was a great example of rhetoric in everyday life. How book burning saved a library the goodman center. Well, the dad and the mom have been working on that since john posted a comment last week on save troy library tuesday announcing a book burning party on august 5th.
See more ideas about paper art, book burning and burnt paper. They effectively utilized all components of the rhetorical triangle to get their audience to. Book burning hoax results in huge support for michigan public. Desperate to change the outcome, a group of dedicated citizens, identified as save the troy library stl, pressured city leaders to present a third and final millage, a 0. Jun 22, 2012 the ballot initiative was even endorsed by the troy chamber of commerce, which felt saving the library was good for business. It just doesnt seem humane to burn someones work of art on purpose. This youtube video explains the campaign in detail. Book burning party for troy public library 2012 adlib. Book burning brings community together atlas and co. However, foersters lines are less a private testament of loss and grief than the universal voicing of a lovers confrontation with mortality. Posing as a political group, we posted signs around town. Nov 15, 2011 no one wants to be a part of a town that burns books, and the outraged citizens of troy pushed back against the idiotic book burners and ultimately supported the tax increase, thus ensuring the. The agency posed as a clandestine political group, safeguarding american families safe, and started sending the message that it wanted the library vote to fail so the library would close and it could have a book burning party.
Awardwinning bookburning hoax saves troy, mi libraries boing. Yes, but words have meaning and fearmongering implies that theres some fear to be mongered. The books three sections form a multilayered progression, as the i becomes a bereaved hero who ventures beyond his personal grief into the larger world of history. Vote to close troy library on august 2nd book burning party on august 5th. Save the troy library adventures in reverse psychology. The leo burnettarc worldwide agency has won a gold prize in the effie awards for their hoax book burning party campaign, which is credited with saving the public library in. Very soon after i began looking for the facts behind the book burning party awards case study, phillip kwicks name stood out. Yard signs popped up around the city that said, vote to close troy library aug. While the library needed just a small increase in taxes for it to stay open, the citizens still did not want to have to pay more money. Just exchange tax cuts with smoking gun and book burning party with mushroom cloud. It invited everyone to its facebook page called, book burning party. See more ideas about book burning, fahrenheit 451 and book week. The fact that the book burning party campaign was ostensibly run by a group called safeguarding american families or safe and the true intent wasnt revealed until well into the debate has angered some people, especially since it appears no one involved with it worked with or explained the intent to other groups and individuals who were. Troy, michigan couldnt afford to sustain its library, so it scheduled a vote for a tax increase.
It took a different tack, putting up signs around town saying, vote to close troy library aug 2. We let history and the girls curiosity guide our conversation, we played reporter, did a little digging, and even tried to contact the organizers of the event. Book burning in troy michigan pro and con librarything. The campaign ultimately revealed that the book burning party campaign was a hoax and that their intention was to send a message. Ad agency punks the tea party in troy, michigan crooks and. Yes, you read that rightthey invited everyone to burn the entire collection of the library at a party two days after the election. Troy public library in michigan, us would close for good unless voters approved a tax increase. I think the burning of books incites righteous indignation among book lovers but not fear, especially when compared against a mushroom cloud. Via mediabistro when troy library was at the brink of being forced to shut its doors, leo burnett decided to take back the podium from the tea party, changing the conversation from an issue of taxes to an issue of book burning. The purpose of the book burning party was to get the library to close so they could have a book burning party. And i work at a neighboring library in the area about 15 minutes away from the troy public library. Oct 21, 20 so, the library supporters, with the help of leo burnett, one the worlds premier advertising agencies, started a campaign. August 3, 2015 august 3, 2015 alma alexander the fine folks of troy, michigan were in a financial bind and wanted to pass a small tax to keep the library open. Fastforward past the election, to the 2012 advertising award season.
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