The challenge was to break down library perceptions and give new, younger audiences an understanding of various cultural, medical, religious and social responses to outbreaks of contagious disease in Scotland. Our creative approach needed to have both physical life in the Library and beyond the building, in order to change perceptions of it being purely a place for research and something that is ‘not for them’.

APS Group - National Library of Scotland - Plague campaign


The final route centred around the red cross and short naming device ‘Plague!’ was to prove a versatile means by which to communicate the death, darkness and horrors that lay in wait!

The campaign included targeted posters, online web banners, social posts and projections on iconic Edinburgh landmarks (including the Library itself) featuring the iconic red cross associated with the plague.

APS Group - National Library of Scotland - Plague! Exhibition


We delivered a highly targeted above the line campaign. The exhibition broke all records. It attracted 63,413 visitors – a 38% increase on a previous exhibition. Creative nominated for ‘Poster of the Year’ at the Scottish Design Awards.

APS Group - National Library of Scotland - Plague campaign
"It was truly a triumph both in numbers visiting and in the quality of the exhibition. The curation and the design were of the highest order. On behalf of the Board, I offer our thanks and our congratulations on a first rate performance."
The National Library of Scotland