We were commissioned to support the growing Council Comms team with creating and deliver engaging communications for the Community Hub and other vital Covid 19-related services and information, alongside encouraging staff to share good news and positive impact of their work across the organisation and the local community.
Covid comms on bus. © Hounslow Council.
- To lead communications activity through the pandemic for Community Hub, including webpage content, e-newsletters, and social media across the Council’s key channels
- To support the Communications team with coronavirus-related comms, including collateral design, input on messaging, and providing routine structure and daily updates to the team
- To lead on communications for High Street and Town Centre recovery activity, including pamphlets, digital adverts, and social media for residents and businesses during the lockdown and upon reopening. This work was funded in ERDF.
Hounslow Council. © Inner Circle Consulting.
Hounslow Council is at the forefront of the pandemic response and, as one of the most populous and diverse boroughs in West London, faces unique economic and social challenges.
Tapping into the hashtags as a way to engage residents, we created the #ShopSafeShopLocal hashtag as a creative way to encourage local residents to follow Covid-19 safety guidance whilst supporting retail parades and high street shops across the borough’s four primary town centres. We provided a clear and consistent brand narrative by marrying the social media with street posters floor stickers so that people trust in the Council message. Alongside this was a social media campaign to spotlight local businesses that were following good guidance, which proved popular in promoting great businesses whilst helping people feel safe on their high street.
Social media forms part of every local authority’s public image, which means that done right it can improve council reputation and build public trust. We took an approach that allowed our residents and businesses to know critical information in a timely manner whilst also allowing residents and businesses to connect with the Council on the platform of choice – enabling two way communication opportunities, an ‘ear to the ground’ and (potentially) brand new audiences for Hounslow’s Covid-19 messages.
We used the Council Twitter feed to keep residents updated on local responses to national COVID-19 developments. It served as a clear point of reference for residents who will want to know how they might be affected by national policy changes, and their council’s action. For the duration of the pandemic, the channel utilised the pinned tweet feature to ensure residents and businesses are brought the council’s most recent response in a way that is direct and timely.
We built a new Covid-19 webpage as well as a coronavirus news page, both of which were continuously updated with new content and information, ranging from accessing local food distribution centres to mental health support for vulnerable and shielding residents.
Working with the dedicated Community Hub governance team, our Comms service worked across Council teams to ensure residents, Members, and staff were kept up to date with the Council’s support and mobilisaion efforts.
The team provided the Leader, Senior Directors, and Members with a high-level information through bespoke weekly e-newsletters and daily bulletins with key information coming from the Council’s services, central government, and local health agencies.