Salem Press, publisher of reference books, has created a website dedicated to the idea that "Reference is Cool."
Librarians have been emailing ideas, links, pictures and so on with enthusiasm fueled, I think, by the desire of the often underappreciated to be noticed. That and the library profession's perennial discontent with our stereotypical image as shushing, humorless, bun-wearing, pen-wielding nerds. Not that that is necessarily a bad thing to be - take a look at the Librarian Action Figure with Amazing Shushing action aka Nancy Pearl.
The Librarian by Giuseppe Arcimboldo