As the country heads towards a Federal Election, the Australian Local Government Association (ALGA) sought to drive national awareness around the need for increased federal funding for local communities.
The challenge was to move beyond listing funding priorities and instead, create a campaign that emotionally engaged the public while influencing decision-makers and rallying community support.
Proud to help put our communities first.
Leveraging insights from the previous campaign, we developed a strategy centred on positive, emotive storytelling - shifting the message from policy detail to community value.
The creative direction focused on real people and places, reflecting the diversity and strength of local communities across the country.
The campaign was rolled out nationally across a strategic mix of digital channels to maximise reach, impact and website traffic.
Customisable creative assets allowed local councils to tailor the campaign to their specific needs and make the message more locally resonant and actionable.
Proud to help put our communities first.
The #PutOurCommunitiesFirst campaign successfully repositioned a national funding message into a human-centric story that resonated with a wide audience. Through a thoughtful creative approach and highly targeted media strategy, Them helped ALGA put local communities at the heart of the national conversation - right where they belong.
73.8% increase in total impressions
427.6% increase in clicks
CTR increased from 0.37% to 1.11%
