UCLA Library
Supporting discovery of at-risk cultural treasures
The Challenge
UCLA Library wanted to share unseen treasures with the world
For years, the Modern Endangered Archives Program at UCLA Library had been pioneering a new way to preserve cultural heritage, working hand-in-hand with communities to rescue at-risk treasures. This community-first approach is unique, but MEAP was struggling to figure out how to spread the word and motivate researchers, students, and teachers to access these deep collections.
Our Approach
Let the collections speak for themselves
Staying true to the program’s guiding philosophy, we let the voices of communities captured in MEAP’s growing archive speak for themselves. Our approach: present riches from the collections as they are, with no added commentary, allowing new audiences to peer into the cultural, political, and spiritual rarities preserved at UCLA Library. By tying collections to cultural moments, we helped audiences see the powerful relevance of these historical documents today.
The result
Growing community for at-risk cultural heritage
For the first time ever, the Modern Endangered Archives Program was able to share their story with the world and inspire students and teachers to access rare, one-of-a-kind collections preserved by communities who for too long have gone unheard. In this way, we not only helped amplify the voices of these communities but brought awareness to a more equitable path towards cultural preservation.
Our work
Brand story
We created a powerful new narrative
Working closely with MEAP’s core team, we created a north star narrative to root our marketing plan in the ethos of equitability that guides MEAP’s groundbreaking work. By getting aligned around a cohesive story, we were able to get UCLA Library stakeholders onboard and excited to help bring this new story to life. This story was translated into a detailed marketing plan focused on the content and channels that would best reach their target audience.
Tools & Templates
We gave MEAP the tools to tell their own story
We built a full-year Content Calendar and Style Guide, as well as equipped MEAP staff with the templates and training to take the wheel and drive their own marketing program. These building blocks in user-friendly tools like Canva have empowered the MEAP team to continue successfully growing its global community of scholars and students who regularly use the at-risk treasures in their collections.
Email & Social Media
We amplified community stories
We launched MEAP’s first monthly email newsletter, using program milestones, cultural milestones, and stories from around the community to make MEAP collections fresh and timely. Coordinating content with cultural moments, such as World Photography Day, helped us join existing conversations and shine a light on MEAP’s world-class photography collections.