The city of Troy, Michigan was facing a shortfall in their budget and considered shutting down the Troy Public Library due to lack of funds. The revenues could have been raised by adding a small tax increase of 0.7%, but the Tea Party was extremely vocal and made a huge deal about it. People associated funding the library with major tax increases as a result. The Troy Public Library had to get creative in order to stay alive so Leo Burnett created a reverse psychology campaign.
Yard signs started to appear on a sign that said “Vote to Close Troy Library on August 2nd – Book Burning Party on August 5th.” A Facebook Page was created for the book burning event and there was even a Foursquare check-in page for the book burning event.
The citizens of Troy, Michigan were angry about the campaign and wanted to fight against the “idiotic book burners” so they supported the tax increase. Below is a video of how the Troy Public Library team pulled off the reverse psychology campaign.