The Local Government Association of Queensland (LGAQ) engaged Three Plus to develop and implement a state-wide campaign to strengthen the connection between Queenslanders and their local council. The outcome was that half of Queenslanders were more positive towards their local council after seeing the campaign about how councils contribute to safer, stronger and more vibrant communities. 

Achievements
  • Better Councils, Better Communities is a powerful example of how well-executed creative ideas, underpinned by research, can change attitudes.
  • The campaign reached half of Queensland’s population, with 51% of residents more positive about their local council after viewing the campaign and 73% expressing trust in their council to act in the community’s best interest.
  • Social media engagement with the video content was high, with more than 36,300 views obtained during the first 12 months of the campaign.
  • Notably, nearly half of all viewers watched at least 50% of each video, with around 24% viewing them to the end – significantly outperforming the Australian average, where under 25% watch halfway and just 10% watch to completion.
  • The campaign has had extraordinary longevity. Following the success of the initial advertising in 2015, LGAQ commissioned a second round of advertising, and a reprisal of the campaign featured in the organisation’s 2023-24 strategic plan. The campaign has since been adopted by local councils in other states.
Process
  • Three Plus developed a communications strategy to ensure a broader understanding of the services councils deliver and correct misinformation.
  • We conducted research into community sentiment that informed development of the campaign brand Better Councils, Better Communities.
  • Three Plus delivered a media campaign that featured:
    • shooting and airing of 30-second TV commercials for 12 weeks across regional Queensland from Palm Island to Ipswich
    • a series of 10 animated infographics and digital content to explain council responsibilities
    • a series of social media videos featuring real council workers, rather than actors, highlighting council achievements
    • digital advertising via Facebook, YouTube, Google Display ads and individual councils’ websites