On Saturday evening, library public relations specialists from eight institutions across the United States and Canada were bestowed with ALA’s most prestigious marketing recognition: the 2025 John Cotton Dana Library Public Relations Award. My library, the Worcester Public Library (WPL)–specifically its marketing and communications pro, Linnea Sheldon–was among the awardees. I write with soaring pride, yes, but also with a desire to inspire institutions of all sizes to take a fun, even silly, idea and make a lasting community impact. We did it with a marketing team of one who garnered staff-wide support and a $0 budget! In March 2024, WPL launched “March Meowness,” a month-long fee forgiveness campaign where patrons could show a picture of a cat—a personal pet, internet meme, drawing, or any other animal picture—to have their lost or damaged book fees waived. The idea stemmed from the library’s New Users Task Force, which recognized the need…