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Library figures out how to turn around tax conversation.

by Leo Burnett Worldwide with YouTube video

The city of Troy, Michigan was facing a budget shortfall, and was considering closing the Troy Public Library for lack of funds. Even though the necessary revenues could be raised through a minuscule tax increase, powerful anti-tax groups in the area were organized against it. A vote was scheduled amongst the city's residents, to shut the library or accept the tax increase, and Leo Burnett Detroit decided to support the library by creating a reverse psychology campaign.

Yard signs began appearing that read: "Vote to Close Troy Library on August 2nd — Book Burning Party on August 5th." No one wants to be a part of a town that burns books. The outraged citizens of Troy pushed back against the "idiotic book burners" and ultimately supported the tax increase, thus ensuring the library's survival.

All she wants is a glass of red.

by Annabel Carberry with YouTube video

You don't know what you've got 'til it's gone.

from George Takei

References 
  Toto Africa Official Video