Singapore libraries to fight outdated image

The 'Celebrating Libraries' campaign, which kicked off on January 9, is an attempt to raise the profile of libraries and librarians. The campaign is seeking stories from the public on the value of libraries, which can be submitted to a special microsite or at participating libraries. A selection of stories will be used to compile a book, due for publishing in mid-2006. In addition, the NLB has also allied with 10 spokespeople, each with a story to relate about how libraries transformed their lives for the better, to dramatise its message to different target groups. The 10 include broadcast journalist A Pavalakantham, lawyer Adrian Tan, poet Anuar Othman and MP Eunice Olsen. NLB deputy director of corporate communications Cassandra Tay said the initiative was also influenced by the broad decline in reading habits in Singapore -- as evidenced by decreasing library loans and visitor numbers in 2003 and 2004. "Reading habits are on the decline in Singapore," said Tay. "Among PMEBs, for example, there is a perception that libraries are for exams and MBAs. We want to tell people that libraries are for life." Tay also pointed out that, in common with previous NLB PR campaigns, the new initiative would enlist community support by partnering with schools, universities and supporting organisations. In addition, a range of marketing collaterals, including bookmarks, lamp-post banners, tabletop ads and outdoor banners, will run in libraries, MRT stations and universities. To encourage people to submit stories, participants will enter a lucky draw that offers such prizes as an iPod Nano and a 3G mobile phone. A separate prize, the Marshall Cavendish Librarian Award, will be given to a nominated librarian whose work has made an outstanding contribution to society. In addition, a competition for primary and secondary schools will see the top three best entries receiving prizes sponsored by Marshall Cavendish. 'Celebrating Libraries' marks the NLB's first major PR blitz since the 2005 communications drive to publicise the shift of the National Library to a new custom-built facility from its previous, historically-sensitive location. The campaign earned the NLB's communications division the Public Sector Department of the Year Award at the 2005 Asia-Pacific PR Awards.