Bury Council are an essential line of communication for residents within their communities. With the impact of the COVID-19 pandemic, their role as an in-touch, relevant and credible source of information was vital in helping to protect and safeguard the health and wellbeing of the population.
The campaign aimed to increase levels of compliance, giving the community a much-needed boost of morale, heralding existing efforts, and inspiring the continuing resolve of Bury residents.
Our challenge, here, was clear:
- Increase awareness of current COVID-19 compliance guidelines
- Encourage uptake of vaccinations
- Reinterpret national, COVID-19 Government-led campaign to be relevant and compelling to Bury audiences at a local level
- Engage with residents across the different town trajectories such as millennials, Jewish and South Asian communities
- Reduce the R rate across the six localities
Our qualitative survey asked, ‘Why are you staying COVID-compliant?’ with the answers used to combat confusion and ensure good virus-control behaviour.
Resident-generated footage, filmed during the lockdown on mobile, promoted positive morale-boosting answers to questions such as ‘What are you looking forward to most after lockdown?’ along with promoting a motivational message for their fellow residents. Our approach was to help shape and promote an authentic, mobilising community narrative that stood for:
- Showing rather than telling – that most people in Bury were compliant and understood that remaining so was vital to resume ‘life as normal’
- Positive behaviour – focusing on the good that most people do, to encourage others to do the same
- Collective action – harnessing the power of networks and social relationships in shaping our actions and setting norms
- Encouraging people to make a commitment to others – based on the insight that people are more likely to do things for others than themselves
The implementation included a dynamic, impactful campaign logo, tagline, and visual identity that delivered:
- A badge of honour – recognisable, borough-wide
- A strong, community-focused, people led message platform
- Stand out local content against a backdrop of national messaging
- Shareable footage and photos of residents and towns that brought the campaign to life across video, social, paid-for, OOH, and toolkits
We presented at the regional Cabinet Office Communication Meeting – where our approach was considered best practice for future COVID-19 compliance and behavioural change campaigns.
The continued impact of COVID-19 has been unfathomable. People fell ill and died, fear and anxiety grew, businesses shut, freedoms restricted, economies broke, travel stopped. But out of the ashes came something. People together.
This campaign is a testament to that. A celebration of Bury residents and their commitment to protect each other and change their actions for good.
Positive sentiment ratio
Engagement to reach ratio
|_GRECAPTCHA||5 months 27 days||This cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.|
|cookielawinfo-checkbox-advertisement||1 year||Set by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Advertisement" category .|
|cookielawinfo-checkbox-analytics||11 months||This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".|
|cookielawinfo-checkbox-functional||11 months||The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".|
|cookielawinfo-checkbox-necessary||11 months||This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".|
|cookielawinfo-checkbox-others||11 months||This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.|
|cookielawinfo-checkbox-performance||11 months||This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".|
|CookieLawInfoConsent||1 year||Records the default button state of the corresponding category & the status of CCPA. It works only in coordination with the primary cookie.|
|PHPSESSID||session||This cookie is native to PHP applications. The cookie is used to store and identify a users' unique session ID for the purpose of managing user session on the website. The cookie is a session cookies and is deleted when all the browser windows are closed.|
|__cf_bm||29 minutes||This cookie, set by Cloudflare, is used to support Cloudflare Bot Management.|
|ugid||1 year||This cookie is set by the provider Unsplash. This cookie is used for enabling the video content on the website.|
|_ga||2 years||The _ga cookie, installed by Google Analytics, calculates visitor, session and campaign data and also keeps track of site usage for the site's analytics report. The cookie stores information anonymously and assigns a randomly generated number to recognize unique visitors.|
|_ga_NL4P8LGJRF||2 years||This cookie is installed by Google Analytics.|
|_hjAbsoluteSessionInProgress||30 minutes||Hotjar sets this cookie to detect the first pageview session of a user. This is a True/False flag set by the cookie.|
|_hjFirstSeen||30 minutes||Hotjar sets this cookie to identify a new user’s first session. It stores a true/false value, indicating whether it was the first time Hotjar saw this user.|
|_hjIncludedInPageviewSample||2 minutes||Hotjar sets this cookie to know whether a user is included in the data sampling defined by the site's pageview limit.|
|_hjIncludedInSessionSample||2 minutes||Hotjar sets this cookie to know whether a user is included in the data sampling defined by the site's daily session limit.|
|vuid||2 years||Vimeo installs this cookie to collect tracking information by setting a unique ID to embed videos to the website.|
|_hjSession_2685336||30 minutes||No description|
|_hjSessionUser_2685336||1 year||No description|