Local Government Management Agency
Background
This campaign aimed to shine a light on the often unseen work, performed every day on behalf of the public by Ireland’s City and County Councils.
Objective
Through our creative process, we wanted to develop a series of assets that would highlight and inform the people of Ireland of some of the important functions carried out by the councils of Ireland.
Output & Assets
Output &
Assets
- Video x 2 (Approx. 90 sec each)
- Animation
- Press/Outdoor/Social Media.
Research & Strategy Development
We worked with the LGMA project committee and stakeholders in identifying clear objectives for this campaign. We developed a creative strategy for the messaging that needed to be conveyed to the target audiences. Logistical research and planning were carried out at site locations.
Target Audience
The target audience was local, regional and national householders and everyone who avails of Council services in Ireland but may be unaware that it is the Councils that provide these services.
Understanding of Key Audiences
Meet our “Unknowing benefactors”.
Their Mindset & Attitudes
They’re benefiting from the work and services that local government deliver, but the provision of these benefits goes unrecognised. They have many different circumstances, backgrounds and day-to-day lives. While some in our communities have a direct and acute need for information and services provided by local government, many do not.
This group only seek out local government when there is a need to, or when they are at a point of distress. These needs are usually related to their circumstances, so the overall public good is overlooked/ invisible to them.
Even when they require specific support or services they have no previous experience of
how services are provided. Currently, the process can seem very fragmented, meaning people in the community do not know where to go or which department or agency provides what they need locally
Creative Approach & Concepts
The Insight
We want our audience to know what their local councils do for them and make them recognise that the Councils are carrying out crucial services on their behalf.
The Jobs to be Done
GET people that are blissfully unaware of all the good the local government does.
WHO take these things for granted.
TO begin appreciating and engaging with their local services.
BY educating them, highlighting our unique role in local communities
The Creative
Approach
Being part of a community is like being part of a family, it’s the feeling that someone has always got your back.
Communities look out for each other, they support each other and when you’re part of one, you know there’s always someone to call.
Local government is an extension of your community. Like a family member, they are there to look after the community’s needs. They are our back-bone, from the ground up, always putting the local community first. Let’s tell everyone this, because your local council is always…Your Council Working for You.
Your Council Working for You is a promise, an overarching philosophy that every local council can live by and aspire to. While we do not need to say the phrase “Your Council Working for You” at every touchpoint, we do need to convey its meaning in every execution. We can do this with openness, a sense of community and positivity.
Having a lot of informative messaging to deliver about the wonderful things that local councils are doing can be tricky. It can often come across as self-indulgent, but by taking the following approach we tap into the goodwill that local people have for the fantastic things their local council does and even get them to promote it for us.
Channel Strategy
| Objective | Increase awareness, appreciation and use of Local Services |
| Barrier | Awareness and consideration – this group only seek out local government when there is a need to/at a point of distress. These needs are usually related to their own personal circumstances, so the overall public good is overlooked/ invisible to them. |
| Jobs to be done | Awareness and consideration – this group only seek out local government when there is a need to/at a point of distress. These needs are usually related to their circumstances, so the overall public good is overlooked/ invisible to them. |
| Creative Tasks | Get the work of local government on their radar. Grab the attention of members of the public (18-40y/o), making them aware and educating them about the work of Local Government Ireland and how to engage with their services. |
| Proposition | Partnering, supporting and developing together at every step of local life. |
| Creative Idea | Your Council Working for You |
| Channel Roles | Awareness and education |
| Channels | Increase awareness of the Local Govt’s role in the community and their services. Demonstrating the role of local government in everyday life. Encouraging engagement with Local Govt. by positioning it as the go-to-place for information on the sector and services. |
| Channel List | Primarily paid and owned channels/ assets in the awareness and education phase. Social media and online channels will be key to our success as well as other highreach media channels like radio and OOH. Ireland had a population of 4.96 million in January 2021, while there were 4.51 million internet users nationally in the same month. This highlights that internet usage is ubiquitous in Ireland, with penetration standing at 91%. The number of social media users in Ireland was equivalent to 76.4% of the total population in January 2021 while over 60% of Instagram users log in at least once per day. When we consider that 13.8% of the Irish population is over 65 and 23.7% of the population is under 18 [CSO census figures 2016]. This means that online penetration and social media usage is ever present amongst our target audience. |
| KPIs | – Awareness – Campaign recall – Engagement |
Campaign Results
The Campaign objective was to produce high-end assets, with which the target audience could be informed as to the services the City & County Councils do on the public’s behalf throughout Ireland.
