The Libraries Transform Campaign, an initiative of the American Library Association (ALA), is designed to increase public awareness of the value, impact and services provided by libraries and library professionals. The campaign will ensure there is one clear, energetic voice for the profession, providing library advocates with adaptable tools to showcase for the public the transformative nature of today’s libraries and elevating the critical role libraries play in the digital age.

Broad Objectives

  • Awareness: Increase awareness of and support for the transforming library.
  • Perception: Shift perception of libraries from “obsolete” or “nice to have” to essential.
  • Engagement: Energize library professionals and build external advocates to influence local, state and national decision-makers.

Campaign Audiences

  • General public: Focus on changing the public’s perception of libraries and strengthening support nationally and at the local level.
  • Library audiences: Provide tools for already staunch supporters to be even better advocates for their libraries and spread the message of the campaign.

Key Messages

  • Libraries transform lives.
  • Libraries transform communities.
  • Librarians are passionate advocates for lifelong learning.
  • Libraries are a smart investment.
  • Libraries today are less about what they have for people and more about what they do for and with people.

Components of the Libraries Transform Campaign

  • Provocative branding: The campaign’s signature “Because…” statements surprise and catch attention of target audiences, ultimately delivering data-driven evidence that highlights the transformative nature of libraries.
  • Digital presence: Participants can discover campaign news, tools and best practices through the Libraries Transform website, campaign e-newsletter and the ALA and I Love Libraries social media channels.
  • National, state and local implementation strategies and tactics.


  • Engage ALA members in campaign planning and non-traditional touchpoint brainstorming.
  • Provide ALA members with branded print and digital materials for local communication campaigns.
  • Engage target audiences through interactive website with “Because…” statement generator/submission tool.
  • Capitalize on existing ALA assets, e.g. National Library Week, Library Card Sign-Up Month and the I Love My Librarian Award, as “tent pole” events during life of campaign.
  • Incorporate Libraries Transform campaign messaging into existing public service announcements.
  • Lead and support national social media campaign, #librariestransform.

ALA's Library Champions: Investing In America's Libraries

ALAs Library Champion program was launched by individual, corporate and foundation supporters who joined together to form a broad-based group to advocate for libraries and the library profession. Library Champions contribute annually to ALA's nationwide strategic communications effort about the value and benefits of libraries.

Contributions support ALA’s efforts to provide free public awareness materials and resources directly to libraries as well as the Association’s national initiatives such as National Library Week and Library Card Sign-Up Month. These special initiatives have been designed to increase public awareness of the importance of libraries as great democratic institutions, serving people of every age, income level, location, ethnicity or physical ability.

When an individual, company or foundation becomes a Library Champion, they make a positive impact on libraries and the lives of their community members every day. At libraries, children overcome hurdles and become stronger readers. Seniors and families who are living on less find information and advice. Job seekers find the support, career skills and Internet access they need. Students and faculty consult with library personnel to enrich their research.

Library Champions are among the greatest proponents of America's libraries. Their gifts help every child, young adult or adult who walks through a door at a library or utilizes online library resources from home or school. Individuals, companies and foundations can become a Library Champion by making a $5,000 contribution or mote to support ALA's public awareness and advocacy programs.

The following companies and foundations are Library Champions:

Lead Sponsor

Sustainer ($25,000 and above)

Investor ($10,000)

Patron ($7,500)

Member ($5,000)

Library Champion - Legacy Members indicate our supporters that have been involved since the start of the Library Champions Program in 1991-92.