Reframing Intellectual Freedom in Edmonton
Edmonton Public Library
Innovation Synopsis
In Fall 2025, amid growing debate in Alberta about access to books in schools and government influence over school library collections, EPL launched an Edmonton-wide awareness campaign to build public support for intellectual freedom.
Rather than focusing on censorship or banned books, as campaigns traditionally do, the strategy focused on the freedom itself: something so fundamental it can feel as natural as breathing, until it begins to disappear.
Through web content, social media, video, branch activations, events and bold visual creatives, the campaign used contrast to make an abstract freedom tangible and show people what could be lost.
More importantly, it made those who would be affected by restrictions the voices of the campaign, turning the public from an audience into participants in protecting intellectual freedom.
Challenge/Opportunity
The challenge was not simply to raise awareness of intellectual freedom, but to help people understand its importance, care about it & recognize the role public libraries play in upholding it. The issue is complex & politically charged, often reduced to the narrow lens of censorship / banned books, a framing that can make intellectual freedom feel abstract or divisive, rather than a fundamental value that belongs to everyone.
EPL had to reframe the conversation from what is being restricted to what intellectual freedom makes possible;
Make a fundamental freedom visible and meaningful without relying on fear or controversy;
Find a creative voice unexpected & quirky enough to earn attention, yet thoughtful enough to respect the issue's weight, with wit balanced by substance;
Connect multiple moments, channels, & audiences through a consistent campaign idea;
And move Edmontonians from recognizing the issue to seeing themselves as having a role in protecting intellectual freedom
Key Elements of Innovation
What makes the campaign unique is its focus on freedom itself. By making intellectual freedom the story, not just the issue, it brings an abstract concept to life.
Paper birds, some folded from banned books, symbolize free thought's fragility and how protecting it lets ideas take flight, empowering communities to soar.
The campaign lives across EPL's physical and digital touchpoints, from a microsite to a rebranded delivery van and posters, bringing intellectual freedom to life throughout the library system.
Community members and public figures, in Edmonton & across Canada, are becoming champions and creators through origami challenges, testimonials, merch, and social participation that extend its reach.
As a versatile platform, the core messaging extends across campaigns including Library Month, a municipal election, Freedom to Read Week, speaker events, and branch activities, with tailored messaging that consistently amplifies the campaign.
Achieved Outcomes
Campaign momentum has extended well beyond Edmonton. Nearly 2,000 "Read Freely" shirts have sold, alongside thousands of buttons and stickers distributed. From Jan to June, social content generated 423,000+ impressions and 30,000+ engagements. EPL's "Ideas in Flight" newsletter surpassed 1,000 subscribers, and the campaign website drew 20,000 pageviews in 6 months.
Community response has been strong: testimonials, kudos, teachers requesting classroom materials, and growing interest in getting involved. Support has reached beyond Edmonton too; libraries & community members across Canada have echoed the campaign, and bestselling authors have backed it directly. Margaret Atwood filmed a promotional video drawing 111,000 views and nearly 5,000 engagements, and Louise Penny will use our shirt designs to champion intellectual freedom and will partner with EPL on a video in early 2027. Discussions with other prominent public figures are underway to further amplify the work.
