Campaign of the year
The Rent First campaign obtained a reduction in rent arrears of £124,324 (the target was £45,000) and behavioural change in a short timespan. The campaign had a low budget but a targeted and measurable approach to communicating with residents on the consequences of not paying rent on time. Social media promotion of this messaging resulted in 300,000 impressions and 32,000 interactions on YouTube, as well as 400,000 impressions and 2,500 Facebook clicks.
Cheshire West & Chester Council
Faced with growing numbers of vulnerable children from complex backgrounds and a shrinking foster care workforce, the council’s data-driven foster carer recruitment campaign is delivering results. All children deserve to feel safe and cared for but ongoing reductions in budgets heighten the difficulties the council faces. Strategic and targeted communications activity has helped to ensure the quality of care provided is not threatened. A major success is a financial saving of more than £1.1m per year (over two years), made by being able to place vulnerable children with council foster carers rather than independent agencies.
Choose Your Future
With concerns about youth violence rising across the capital, Croydon LBC wanted to unite the borough, give young people a voice and bring about positive change. The council wanted its campaign to be a force for good, highlighting and encouraging the inspired life choices young people make, and it wanted a true partnership approach, to show young people they are Croydon’s top priority. Still in its infancy, the campaign continues to grow but much has been achieved: more than 3,000 conversations with young people; support from 100-plus organisations; and a 13% decrease in knife crime.
Veggie Run is a council-created app to promote healthy eating among England’s primary and junior school children. It aims to cut tooth decay and obesity in the borough. The app encourages children to make healthy food choices and in return earn rewards, including bikes, to encourage more exercise. So far 120 bikes have been given away. The results have seen a massive increase in the uptake of school dinners – an extra 136,363 meals were made between April and July 2018, generating an additional £300,000 in income.
Young drivers kill and injure more passengers than any other age group. Their passengers have a unique opportunity to affect driver behaviour but many 16 to 24 year olds would rather keep quiet than tell a driver they are concerned about their behaviour. Kent CC’s Speak Out campaign uses films of actual friends talking about friendship and trust and translates this into confidence to ‘speak out’ in in-car situations where they feel unsafe. It offers coping strategies to draw on and builds the confidence to use them. The county-wide campaign exceeded all its objectives and positively changed the behaviour of young drivers and their passengers.
The Lancashire Lifesavers campaign helped train more than 2,500 people in CPR life saving techniques in a month. At the same time, it gave a strong message: if someone suffers a cardiac arrest you cannot make it worse, so please do something to help. The public sector collaboration between the council, ambulance service and BBC helped to increase outcomes and give a new skill to residents. Some 27 communities will now benefit from a new defibrillator and at least one life has been saved so far.
North East Lincolnshire Council
Listening to customers to shape an offering is nothing new but for North East Lincolnshire Council just listening was not good enough. It has been on a journey over 18 months to transform the way it listens, talks to and engages with its communities by adopting a behavioural and an insight-led approach to their marketing activity, making it one of the only councils in the UK to do so. From achieving a 1,000% increase in social media engagement to doubling its foster carer application levels, this campaign showcases why government organisations need to be bolder, braver and savvier than ever with their marketing.
One Thousand Pairs of Shoes
This campaign was a true collaboration, using the experiences of foster carers and children in care. The campaign is emotive and allows people to see the difference they could make to vulnerable children by becoming a foster carer. It has been a huge success and delivered fantastic results in a short timescale. This is set to continue. in the future.
Swindon BC had five months to work out how to inform more than 130,000 residents that they needed to bring ID to vote in the 2018 local elections, a big change to the voting process. Through the use of social media, direct mail and limited out-of-home advertising, only 0.04% of those who turned up to vote could not due to lack of ID, and turnout increased by 6%. The Electoral Commission praised the campaign, which used a sausage dog as a hook for getting people interested.
Waltham Forest LBC
Winning London Borough of Culture 2019
Waltham Forest was officially named London’s first borough of culture in February 2018. The announcement by London mayor Sadiq Khan came at the end of a six-month campaign where Waltham Forest mobilised 15,000 residents to support the bid and beat 22 other boroughs to the £1.35m prize. Waltham Forest already has a thriving grassroots network of artists and the number of creative industries has expanded by 26% since 2015. The council’s belief in the power of culture had seen Waltham Forest increase its cultural spending by 300% since 2011.
David Holdstock, director of communications, Local Government Association
Aidan Rave, chief executive, South Kesteven DC
Paul Robinson, chief executive, Worcestershire CC
Andrew Travers, chief executive, Lambeth LBC