Textbook affordability is a critical issue in higher education. Academic librarians have responded by creating programs to encourage faculty to become aware of the cost of textbooks and using open educational resources as an alternative. Another, less obvious reason to start a campus textbook affordability initiative is to establish a culture of openness for all types of open material. Faculty are often much more willing to confront textbook costs than they are costly, pay-walled journals. The author describes how he instituted a project to create more awareness of open content on his campus.