28 November 2022

Raising public awareness with art for Colchester Council

Summary: A multiple-touchpoint campaign to promote Colchester Borough Council’s wide range of capital works projects.

Client: Colchester Borough Council

Project title: Updating Colchester

Timescale: April 2021 – March 2022

Objective

Aphra won a tender to create an awareness campaign for Colchester Borough Council (CBC) to highlight the wide range of capital development projects that will be taking place in Colchester until 2030. The brief included CBC’s desire to reach a wide audience and encourage public engagement without resembling a consultation process.

Our aim was to deliver an accessible campaign with multiple touch points that could later be adopted by CBC’s internal team. A key priority was to enable the campaign to continue evolving, building a positive vision of Colchester over the next decade, until the public works project completion in 2030.

Process

Updating Colchester featured a blend of online awareness building and in-person engagement activities. The campaign launched with a dedicated web page listing the featured capital works projects, and an in-person, animated “living billboard” Q&A event with the head of the Council taking questions from the public outside a local landmark. The event was filmed and its reach amplified through social media and PR.

Managing the full campaign cycle, we collaborated with a number of partners to deliver an in-person and digital campaign which included, both paid and organic social media posts, an interactive street-based conversation app, podcasts, press activity, newsletters, web content and photography.

Campaign activity culminated in a unique pop-up art activity where local and international street artists, as well as a local school, were invited to create temporary, site-responsive artworks for some of the key capital works projects. The artwork received press attention, and public engagement was amplified through social media activity. A downloadable trail map was made available to the public, creating a temporary art trail through the town and encouraging people to visit each site to learn more about the investment in that area.

  • 115 k Social media impressions
  • 1800 Engagements
  • 52.5 k Reach
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