Challenge

With over 1,300 locations, the Library is the Netherlands’ biggest A-brand – everyone knows it, yet two-thirds rarely visit. The perception is outdated: borrowing and reading books. The reality is far broader. Libraries play a vital social role – physical and digital spaces where people learn, connect, and grow. They offer a wide range of courses, workshops, and activities that strengthen people’s skills and knowledge. The challenge: make this new role visible and relevant to everyone, young and old, and double the number of active users from 4 to 8 million.

Idea

Together with libraries across the country, we developed a new brand promise: “The Library gets you going.” It expresses the Library’s energy, purpose, and belief in people’s potential. The campaign theme – “Discover all you can do” – shows how the Library helps people develop new skills and confidence. We conducted research among non-users to understand how to activate and motivate them, then created a national communication concept built around empowerment and accessibility. A multi-channel campaign – TV, radio, outdoor, and online – invited everyone to discover how much more the Library offers. A campaign toolkit enabled all local libraries to participate consistently under one shared identity.

Result

• The multi-year campaign inspired millions to (re)discover the Library.
• The first wave reached 6.7 million people, generating 160,000 visits to bibliotheek.nl.
• More than 80% of libraries joined the campaign and saw a 49% daily increase in online visitors. Nearly 16,000 people searched online for a library nearby.
• The campaign strengthened emotional connection and awareness of the Library’s broader role in society. The Library has reclaimed its place as a driving force for personal growth – helping the Netherlands discover all it can do.