Breaking down stereotypes for local authority initiative

Client Services
  • Design & branding
  • Development & web support
  • Creative concepts
  • Digital PR
  • SEO
  • Social media
  • Content marketing
  • Consultancy

The Challenge

Our Lancashire is the county-wide initiative to bring groups and communities together to make Lancashire a greater place to live, work and play, as well as helping make communities feel more connected and resilient. 

From small community groups and clubs to local events, Our Lancashire offers a wide range of activities and interests that means there’s something for everyone. 

When we received the brief, the website was the only visual public presence available and although the website had 4,000 members, there was a pressing need to raise awareness of Our Lancashire and communicate its benefits.

The client wanted to be more than a directory, to become a place where people can find activities to get involved in, make friends, and bring communities together. We also needed to help create something that enabled the client to use Our Lancashire as a place to signpost those in the community who could benefit.

One of the biggest challenges of this project was raising awareness of Our Lancashire, an initiative that was new and unknown to the general public.

The Solution

Our Lancashire is more than just a local directory; it’s an initiative that aims to have a positive impact across Lancashire’s communities. It’s a movement that has the potential to help connect people, break down barriers, and destroy clichés and stereotypes. 

Our campaign tapped into this idea and turned the volume up. Our Lancashire belongs to anyone and everyone; we wanted people from all backgrounds with any interest to feel confident that Our Lancashire is relevant and beneficial for them.

Character-led campaign

We needed to create a visual identity for a public launch to be used across multiple promotional materials, so we produced a character-led campaign, featuring multiple characters to target different audiences.

These characters, or personas, allowed us to break down the stereotypes that might occur in local communities – and also allowed us to inject humour and fun into a local authority campaign. Our campaign put people at the front and centre, showing the colourful mix of individuals that make up Lancashire. 

We purposefully selected some colourful characters to lead our creative. This was partly to accentuate the inclusiveness of the campaign, as well as its potential to bring communities together.

The tone of our campaign has a purposeful sense of humour running throughout, with a light-hearted approach, aiming to increase uptake and reduce any anxiety that might exist with getting involved.

We also believe this fresh take helped the campaign steer clear of similar public sector campaigns that typically pluck at the hearts strings to grab attention.

We also created copy to complement the characters, such as ‘Be like Bob’ and ‘Be like Jocelyn’. This reinforced breaking down stereotypes, but also encouraged the local community to get involved, regardless of who they are or what they’re interested in.

Swipe

Further marketing materials

We developed ideas about how to amplify the experience at events and promote the launch of the initiative as well as creating an events promotion plan.

We also created a content marketing plan to drive organic traffic through to the website and provide the general public with hints and tips on how to manage their groups effectively.

We designed multiple marketing elements, including email signatures, pull up banners, posters, bookmarks, leaflets, van wraps, digital assets, and even a PowerPoint presentation.

Client feedback

As public sector brands it can sometimes be a challenge due to legislation, complexity of service organisations and multiple partner objectives so it’s vital that when working on any campaigns or media that it's done in a comprehensive and value added way, but is captivating to the target audience! Every1 are great at this and our latest brand ‘Our Lancashire’ is a reflection of that! Collaboration, passion and creativity are at the forefront of their service delivery!

Kerry-Louise Halliwell. Our Lancashire