Educating residents on a landline switch-off.

Client: Connecting Cambridgeshire

Brand, Campaigns, Digital, Engagement, Local government, Strategy

The challenge

Connecting Cambridgeshire, responsible for improving digital infrastructure across the region, faced a significant challenge: how to communicate a critical and national infrastructure change with low public awareness and potential for serious consequences for older and more vulnerable residents?

We took a technically complex, poorly understood and emotionally charged issue and set a clear strategy on how to effectively communicate it to the people who needed it most.

Our approach

Knowing that success lay in creating messaging and a visual identity that would deliver clarity and confidence to the people most at risk, we:

• Surfaced the team’s insight and expertise during a kick-off workshop
• Built out a unique creative identity that flexed to appeal to two distinct audiences
• Developed print materials that would cut through the telecoms industry’s jargon-heavy messaging, address widespread misinformation and complement the Government’s national messaging.
• Designed a campaign that would gain momentum as awareness increased.

Equipped a wide range of stakeholders with the tools they needed to amplify the campaign.

Impact

Whilst this campaign is still an unfolding story, immediate impact comes from:

• Support materials for vulnerable residents were made available in 59 libraries across Cambridgeshire and Peterborough
• Advertising space utilised on the mobile library service, which makes over 500 stops at villages and communities across the district