Objectives: effectively raise awareness of free internet access in public libraries among children from social risk groups, attract them to public libraries and generally improve libraries’ image among children.Target audience: Children from social risk groups, aged up to 18.Challenge: creative an efficient solution entailing public libraries and the internet, making it appealing and relevant to children, under a very tight budget.Strategy: To involve Lithuanian children and pop stars, we chose a theme relevant for both – cruelty among children, and an attractive form for children: a lyrics writing contest. The prize: each celebrity chose one text and recorded it as a song.Execution:We worked with celebrities, ministries, child psychologists, help-line, and other specialists, introduced the Campaign website www.dainazvaigzdei.lt (song-for-a-star) to the target audience, and held online conferences between celebrities and campaign partners, and children gathered in almost 500 participating libraries.Outcome:- 100 000 unique users- 1 000 lyrics in one month- 9 direct online conferences, involving approximately 5 000 children each- 7 new songs by Lithuanian music stars (one performed at the national Eurovision selections)- Almost 60 media appearances- Campaign extension from 1 to 3 months- Closing Concert on national TV

We established cooperation with celebrities, ministries, children‘s psychologists, help-line, and other specialists and NVOs, and introduced the campaign website www.dainazvaigzdei.lt (song for a star) to the target audience. We launched the campaign with an on-line conference between celebrities and children gathered in almost 500 libraries. Throughout the campaign, additional online conferences were organised on the main topic, involving the participating musician and campaign partners. During all our events, the internet in libraries “belonged” exclusively to kids, and we emphasised this in our communication. Although initially planned to last one month, the campaign’s success extended it to three. We managed to attract additional funds and end the campaign with a successful concert on national TV, also not planned initially, holding an on-site media briefing with all the stars and authors of winning songs.All lyrics, songs, photographs, and the concert video, can be viewed and downloaded on www.dainazvaigzdei.lt.

Successful strategy planning and implementation led to a campaign that, in spite of its small budget, exceeded all expectations, culminating gloriously with a concert on national TV. We created the possibility for children to interact, make friends, learn, and spend time creatively in public libraries, stimulating both the integration of children from social risk groups, and more favourable perception of the library. In addition, the campaign drew society’s attention to the major problem of cruelty among children in Lithuania, and developed into a project filled with great passion, inspiration, and devotion for everyone involved.Accomplishments we’re proud of:- 100 000 unique users- 1 000 lyrics in one month- 9 direct online conferences, involving at least 5 000 children each- 7 newly born songs by Lithuanian music stars (one performed at the national Eurovision song selections)- Almost 60 media appearances- Closing concert on national TV