I certainly sympathize with the lack of budget for advertising. I have a couple thoughts, firstly, perhaps attempting to present the library as quirky may be puzzling to some people.

Secondly, I really like Kevin’s concept about adding colour and excitement. The feeling of being captivated by a good book instead of being bored is such a positive feeling. Especially using bus shelters and transit platforms, your audience is aching to be entertained!

IMO, the a strong market for reading is going to be bus and train stops, which is where many of these ads are (correctly) being placed. To make the case for reading here I think you could hire an illustrator to show something along the lines of three people sitting on a bus bench. The outside two bored out of their minds with nothing to do, the inside one reading a book, being blasted by colorful images being read there. That would pretty much show how I feel at these places depending on whether I have a book or not.

I do realize good illustrators can be expensive.

Libraries face 200 years of stereotyping. With a $100 million advertising budget perhaps we could begin to fight it. With the tiny ad budget the Calgary Public Library has, it’s far better to work with people’s beliefs and stretch them slightly, rather than try to create completely new beliefs.