The campaign follows research among young people that found they were the least likely group to visit a library. It is being run by the Association of London Chief Librarians (ALCL) and the London Libraries Development Agency (LLDA) with 30 councils across the capital.
ALCL member and London Borough of Ealing head of library services Jane Battye said: ‘The campaign aims to hook young people’s interest and get them into libraries so they see the different services we now offer.’
Employing the slogan ‘Sink your teeth into the internet for free at your local library’, the campaign will target 16 to 30-year-olds, using web services to draw them in to other facilities.
The media relations push will target local broadcast media as well as Time Out, What’s on in London and trade publications.
The campaign runs from 16 April to 23 May and includes advertising on buses.