Animated story brings Australian libraries to life with brand new campaign via Christine Olsen, Simone Ellis & The Sweet Shop’s Pete Circuitt

With Australia’s National Year of Reading in full swing, a campaign has been launched to give a voice to Australia’s 1400 public libraries.

As places of discovery, connection and wonder, public libraries have a critical role to play in reversing Australia’s struggle to maintain first-world levels of literacy. Studies show 46% of Australians don’t have the reading skills they need to cope with the complex demands of everyday life and work in a knowledge-based economy.

WATCH THE SPOT

Nearly half of all Australians are already library members, borrowing 188 million items each year – but with the rise of personal technology, libraries have to work harder to attract visitors. And because sharing books with kids is the single most effective way to improve literacy, the most important visitors are the time-poor parents of young children, who tend to outsource reading to schools, or use the TV or tablet as a babysitter.

A 60 second animated narrative short, directed by The Sweet Shop’s Pete Circuitt, written by Christine Olsen (Rabbit-Proof Fence) and independently planned and produced by Simone Ellis, depicts the modern library as a magical, multimedia place that serves humanity, not commerce – a place where parents and carers are supported to share stories with their kids. Actor and author William McInnes, patron of the National Year of Reading, voiced the film.

Originally created as a digital content piece for distribution through employer networks, the film will be screened in cinemas during the upcoming school holidays, via a partnership between Public Libraries Australia and Val Morgan.

It will also be screened in Centrelink offices nationwide, from early July.

Libraries all over Australia will be creating special events during the campaign period.

A ‘find your local library’ iOS app has also been launched.

Director – Pete Circuitt, The Sweet Shop