Nature's Open Book
Metropolitan Library System
Innovation Synopsis
Nature’s Open Book was an innovative library partnership between Oklahoma County’s Metro Library and the Oklahoma City Museum of Osteology that brought large-scale skeletal specimens, including a 24-foot orca, a pride of lions, and a giraffe, to the Metro Library – Ronald J. Norick Downtown, with additional displays placed at branches throughout the system. The activations included two “Skeleton Saturday” events, one that was family-oriented and another that was reserved for adults only.
Challenge/Opportunity
Library usage patterns are shifting, and collaborations like Metro Library’s partnership with the Museum of Osteology are increasingly critical to growing engagement, particularly among Gen Z, Millennials and young families. Research from the American Library Association shows libraries are successfully reaching Gen Z and Millennials who don't identify as readers: 23% of those surveyed had visited a physical library despite not considering themselves readers (ALA). This signals a growing need for libraries to position themselves as community hubs beyond books to reach new audiences, a need this campaign was designed to meet.
Nature's Open Book gave Metro Library a platform to showcase everything a modern library offers using an innovative partnership and exhibit: expansive collections both online and in-person, robust programming, digital resources and learning opportunities for all ages.
Key Elements of Innovation
The goal was to establish Metro Library as a dynamic community resource with unique offerings for adults, families and children. The multi-touchpoint Nature’s Open Book campaign paired a touring science exhibit with programming designed to reach diverse audiences, including live music, circus performers, a reptile handler and a bestselling children’s author.
Nine additional library locations hosted satellite displays, expanding the exhibit’s reach across Oklahoma County. Cross-promoted content, earned media, paid advertising, email and an “Adventure Passport” connected locations and encouraged exploration.
The initiative moved beyond the traditional “books and reading” model, positioning libraries as destinations for science, discovery and shared experiences while demonstrating how immersive programming and unconventional partnerships can attract new audiences and redefine the modern library.
Achieved Outcomes
The Nature’s Open Book campaign successfully drove visits, circulation and engagement across Metropolitan Library locations and related events. Library usage increased nearly 17% YOY during the exhibit, while circulation rose 10% and science-related checkouts increased 28%, demonstrating that increased traffic translated into deeper engagement with library materials.
Skeleton Saturday exceeded its goal of 400 families, drawing more than 600 attendees. The campaign also surpassed its goal of changing perceptions of library offerings: 54% of surveyed visitors said the exhibit significantly changed how they think about libraries, increasing to 66% when including those whose perceptions changed at least somewhat. Nearly all surveyed visitors said they plan to return, and more than one-third were visiting the Downtown Library for the first time.
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