"Curb service" library poster
The pattern
This still is filed under Public health warning.
Define
A warning designed to change a health behavior (stop, screen, stay home), not to sell a brand.
Mechanism
Fear with a next step. The threat is specific. The action is doable today. Fear without an action is cruelty.
Verdict
The risk is real and the action is clear. Official or civic voices help.
Why it works
The traffic light borrows the language of driving, so CURB SERVICE reads as a stop-and-go errand rather than a trip into the library. The copy then stacks the reasons to try it: 10,000 Current BOOKS for choice, an exact spot at the Randolph St. Corridor, and three benefits, Convenient, FREE and Time Saving, with FREE set largest.
The big idea
A traffic light recasts borrowing a library book as a quick curbside stop, with 10,000 current books waiting and nothing to pay.
The offer
Free curb service from the Chicago Public Library at the Randolph St. Corridor, with 10,000 current books to choose from.
The proof
One number: 10,000 current books, backing the promise of choice.
Lines from the ad
CURB SERVICE10,000 Current BOOKSConvenient FREE Time SavingSteal this when
When you add a faster way to use a familiar service and need to show in one glance that it is quick, free and easy to find.
The emotion
Written to Interest. It makes the Say move.
A traffic light turns borrowing into a stop-and-go errand, and the copy asks nothing in return: 10,000 current books, one named pickup spot on the Randolph St. Corridor, and FREE set largest.
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