Services
Campaign
Website
Creative
Digital
Media management
The mission:
The Locals Like You campaign, launched by the Local Government Association of Queensland (LGAQ), aimed to foster a stronger connection between local councils and their communities. The campaign’s primary objectives were to expand community knowledge of council services, highlight the positive contributions of local government to communities, build trust in councils’ ability to serve their communities effectively, demonstrate that councils work collaboratively with and for their communities, and showcase councils as approachable and responsive to community needs.
The numbers speak for themselves
1,032,517
individuals reach through digital ads, achieving 5,043,508 impressions.
5,200,069
Viewers reached by TV ad placements
85%
positive sentiment towards locals councils, reflecting improved public perception and trust.
Our solution:
To achieve these impressive results, a multi-channel approach was implemented. The campaign’s creative concept focused on breaking down the “us vs. them” mentality, portraying council workers as relatable community members. Scenarios featured the top three services identified by residents: maintaining roads and footpaths, providing essential utilities, and ensuring community safety.
TV, digital, and social media advertising was used to maximise reach and engagement. TV ads were strategically placed during prime time on major networks, including Nine and Seven and NITV, to ensure state-wide coverage. Digital advertising on Facebook targeted specific regions with localised content, ensuring relevance and higher engagement rates. This included tailored ads for regions like South-East Queensland, Coastal, Remote & Rural, First Nations, and Resource-based communities.
Messaging emphasised the councils’ roles in enhancing quality of life, supporting cultural events, and maintaining essential services. The campaign highlighted that council members are integral parts of the community, working for the common good.
Organic social media content promoted through local councils and a dedicated campaign landing page drove significant traffic and engagement. The landing page served as a hub for information and redirected users to their local council websites for more details. Media packs were developed for councils to amplify the campaign through their channels, ensuring consistent messaging and broader reach.
The Locals Like You campaign successfully demonstrated the power of strategic communication and community engagement in transforming public perception and strengthening trust in local government.
