The National Library Service for the Blind and Physically Handicapped (NLS) recently received a silver award from the 15th Annual National Mature Media Awards for the national outreach campaign "Expanding the NLS Experience."
The award, presented by the Mature Market Resource Center, a national clearinghouse for the senior market, recognizes the nation's best advertising, marketing and educational materials for older adults. Nearly 1,200 entries in 10 divisions, with five categories in each division, were judged for excellence of design, content, creativity and relevance to the senior market. "Expanding the NLS Experience" won the silver award in the Total Public Relations Program category, government division.
"We are honored to have received a silver award from the Mature Media Awards program," said NLS Director Frank Kurt Cylke. "Seniors are an important segment of our patron population, and we're pleased to know that our efforts to reach them and provide the services they need have been recognized."
"Expanding the NLS Experience" was developed to increase public awareness of the free library service that provides audiobooks and magazines to people who cannot read standard print or handle a book. The national campaign was rolled out in various geographical areas over a one-year period, beginning with regions that have both NLS network libraries and a large number of senior citizens who were not taking advantage of the libraries' services.
Created, produced and distributed in collaboration with Fleishman-Hillard, Inc., an international communications firm, the NLS campaign targets the senior population. Cylke explained that this audience is important because many people encounter vision problems as they age. "Talking books help these people to continue to pursue their love of reading," he said.