The Opportunity
Council Elections in South Australia take place every four years with the next election
to be held in November 2022.
With the risk of voter (and election) fatigue following the State and Federal elections, the Local Government Association SA (LGA) was seeking new creative for the campaign’s nomination phase.
The campaign was to encourage the representation of women and those from First Nations and non-English speaking backgrounds among those nominating to become a councillor.
Visuals needed to build on the existing overarching campaign materials that already existed in market, including using existing photography.
Our Approach
Using the campaign headline Live Local. Lead Local. we developed the following:
- a new colour palette which featured prominently the teal blue from the initial campaign, which was complemented by lilac and peach colours
- artwork to hero both the overarching campaign message and a series of three individual campaign messages showcasing three separate individuals and campaign headlines
- artwork rolled out in more than 170 sizes and applications including Google display ads, press ads and social media
- a series of 3 x 30 second radio commercials for Nova919 using multiple talent representing the voices of the community.
The Outcome
The visual impact of the creative was exactly what the Local Government Association was looking for to engage audiences and drive an increase in nominations from traditionally underrepresented groups on council.
As a result of the advertising we saw a particularly strong increase in candidates identifying as Aboriginal or Torres Strait Islander and many more candidates from culturally diverse backgrounds.
