case study: Huntingdonshire District Council
Public health campaign to prevent covid
Sectors: Public sector, Health
The client
Huntingdonshire District Council (HDC) is a local authority in the East of England, responsible for the provision of public services for a population of approximately 170,000.
The Covid-19 pandemic posed many new challenges for HDC, particularly in marketing and communications around public health and keeping local residents up to date with the changing messaging around staying safe.
Campaign: Covid prevention, Christmas 2020 into January
The services
Strategic support
Paid social media campaign
Organic social media
Graphic design
The numbers
Total impressions: 722k
Total reach: 328k
Clicks to website: 2179
Post reactions: 485
Comments: 53
Post shares: 187
21 graphics
8 videos
1 platform: Facebook
The challenge
To encourage people to follow Government guidance and stay in throughout the festive period, taking parties online rather than gathering in pubs and other venues which would encourage the spread of the virus.
A hard message to get across, after months of lockdowns.
The results
Local councils can also be a target for negative feedback so we wanted to ensure they were not perceived to be finger wagging.
As a result, there was very positive sentiment to the campaign, which we could see in the nature of the comments made on Facebook and feedback received internally about the Council setting the right tone in testing times.
The approach
Using Facebook to target residents across Huntingdonshire our highly targeted paid campaign took the approach of making positive suggestions about how people should behave rather than how they shouldn't.
A mix of warm visuals, clear messaging drawn from official Government guidance and a friendly tone of voice came together to encourage people to act responsibly.
Throughout all the activity, we kept working closely with HDC, adhering to all health and safety measures, reporting on the success of the campaigns, and adapting activity and our action plan in line with the ever-changing challenges and restrictions of the pandemic.
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Working with the Sookio team is always a pleasure!
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The quality of the work delivered by Sookio is always to the highest standard, driven by the team’s knowledge, the data and the target audiences.
Community Development Manager,
Huntingdonshire District Council