Michigan Library Association
MI Right to Read Campaign
Goal: Head off censorship efforts and other restrictive or punitive measures for Michigan public libraries by local, state and federal lawmakers.
Notable Awards/Recognitions:
- First-place Pinnacle Award for Public Service Campaign: MI Right to Read with the Michigan Library Association
Research:
Ahead of the MI Right to Read campaign, MLA conducted a statewide survey of 800 Michigan voters on their awareness of, and attitudes toward, the increasingly intense and coordinated efforts to dictate the collection content of local public libraries. The overall findings indicated that groups and organizations that favor banning books in Michigan are clearly going against an overwhelming majority of public opinion that opposes book banning. The majority of Michigan voters, regardless of region or political affiliation, support local public libraries and librarians. These findings align with national polling on the topic as well.
Action Plan & Communication Overview:
Between August 1 and November 30, 2023, we headed off censorship efforts or other restrictive or punitive measures for Michigan public libraries by local, state and federal lawmakers, and changed the narrative around parent and family engagement with local public libraries. Our key audiences were Michigan active voters, with emphasis on Detroit, rural northern Michigan, and southern Michigan, who are parents with children under 18. The three main goals with this campaign were to move survey respondents from neutral to supportive on key issues, specifically surrounding state legislation, grow the number of MI Right to Read coalition members by 20% by November 30, 2023, and engage parents in target regions to submit at least two letters to the editor to local publications (two per region) and at least two statewide op-eds by November 30, 2023.
Evaluation:
We exceeded all of our campaign objectives during the timeframe and within the campaign budget.
- Objective #1: In the original poll commissioned by MLA, 83% of respondents supported the idea of statewide legislation to protect the right to read in public libraries (67% strongly support, 16% somewhat support). Our goal was to move respondents from neutral to supportive, and when the same question was asked in EPIC-MRA’s November 2023 poll, 86% of respondents supported the idea of legislation (+3%), with 76% strongly supporting (+9%) and 10% somewhat supporting.
- Objective #2: Before July 2023, there were 1,261 members of the MI Right to Read coalition. Through our earned, social, and digital media efforts, as of November 28, 2023, the coalition grew to 3,213 members, a 155% increase.
- Objective #3: Two op-eds were published by Michigan library employees in statewide news outlets – the Detroit News and Bridge Michigan.
