Librarians´ and lorry drivers´ view on the "Lyssna dig rik" campaign : An evaluation of the cluster group campaign "Lyssna dig rik" at a main library

This thesis is a study of Futurum.kom´s campaign "Lyssna dig rik". Futurum.kom is a regional marketing project between Länsbibliotek Sydost, Regionbibliotek Kalmar and 25 public libraries in the county of Blekinge, Kalmar and Kronoberg. The aim of the Futurum.kom project is to strengthen the role of the public library in society. "Lyssna dig rik" was a cluster group campaign with the aim of making people know about the possibilities of loaning audiobooks in libraries. The target group was lorry drivers in the age of 30-65 with the possibilities to listen to audiobooks at work. The analysis is based on the following issues: Which were the stated goals with the "Lyssna dig rik" campaign? Which interventions were made at the main library to achieve the stated goals with the "Lyssna dig rik" campaign? Which became the external results of the "Lyssna dig rik" campaign? In which way became the external results in the target area of the "Lyssna dig rik" campaign at the main library, an effect of the interventions of the cluster group and main library? The method is a case study and an evaluation study mainly based on interviews with librarians and lorry drivers. The study reveals that the majority of the interviewed lorry drivers did notice the "Lyssna dig rik" campaign. They were on the other hand already aware of the fact that audiobooks are available in libraries and they didn’t change their opinions about audiobooks and libraries as a result of the campaign