A Gen Z–focused marketing campaign created by Prince William Public Libraries has earned national recognition from the Urban Libraries Council, which named the system a Top Innovator for 2025 in the Advocacy and Awareness category.
The award recognizes the campaign, titled “Finding a Way to Slay Among Gen Z,” which originated at Bull Run Library and featured branch manager Gregg Grunow delivering a script written by a teen volunteer using Gen Z slang to promote library services.
Accepting the award, Grunow said the project grew directly out of youth engagement.
“In the spring, we invited our teen advisory groups to provide input on a marketing script for Bull Run Library to promote library services to Gen Z and Gen Alpha audiences,” Grunow said during his acceptance remarks. “A teen created a script using Gen Z slang, and I, from not that generation, did my absolute best to deliver the lines.”
The short video went viral across multiple platforms, drawing millions of views and widespread attention. According to Grunow, the video recorded 3.2 million views on Facebook alone, while a follow-up blooper reel garnered more than 90,000 views.
“The video really popped off on social media and YouTube,” Grunow said.
The reach extended far beyond Prince William County. Grunow said the campaign was covered by local media outlets, featured on podcasts, and even used by a college professor in a media class. Viewers from around the world shared messages about the joy the video brought them, and some were inspired to donate to the Prince William Public Library Foundation.
“Viewers worldwide shared how joyful the video made them feel,” Grunow said. “It even inspired generosity, with individuals from across the country donating to the PWPL Foundation.”
Library leaders say the recognition reflects a broader shift in how public libraries connect with younger audiences.
“This marketing and engagement campaign redefined how young people see public libraries,” Grunow said. “It proved that public libraries can innovate, inspire, and stay relevant in the digital age — all while empowering youth voices.”
Earlier Reporting and Interview
Potomac Local News previously reported on the viral video and interviewed Grunow on May 1, 2025, shortly after the campaign began gaining national attention. In that interview, Grunow discussed his reaction to the video’s success, working with teens on the script, and how the effort fit into the library system’s broader outreach strategy.
👉 Read the original article and watch the full interview with Gregg Grunow on YouTube here:
https://www.potomaclocal.com/2025/05/01/prince-william-county-library-goes-viral-with-gen-z-inspired-video/
Grunow closed his award acceptance by leaning back into the language that helped propel the campaign to national recognition.
“For the finale,” he said, “can I get a slay? Slay!”
