Challenge
Bath and Northeast Somerset Council has an ambitious target to become net zero by 2030. Understanding the critical part transport plays in the region’s carbon emissions, Bath’s ‘Journey to Net-Zero’ set out to identify the transport measures needed over the short, medium and long term to deliver its ambition and the needs of the community.
To get the initiative off the ground, the Council needed to make a case for the project and generate widespread, representative participation in the public consultation process.
Insight
While a high-profile project for Bath and Northeast Somerset Council, it was unknown outside of the organisation and therefore had no momentum among target groups. It was also critical the consultation was inclusive and had the support of hard-to-reach groups traditionally disengaged with the Council’s priorities.
COVID added a further layer of complexity, forcing restrictions on public gatherings, immediately ruling out face-to-face engagement opportunities.
Strategy
Our priority was introducing the project to the widespread community and instigating insightful conversations with the general public, including hard-to-reach groups, and stakeholders to give them a voice and demonstrate advocacy for the project.
Our content and online strategy focused on creating a compelling, accessible narrative around the council’s vision for net zero and removing barriers to engagement and participation.
Amplify
We began by developing an audience-focused narrative to tell a compelling story around the project. The narrative formed the backbone of communications and engagement assets designed to appeal to a diverse audience, including an animation, ‘fast facts’ visuals and targeted content.
Online consultation reached all pockets of the community using targeted social media channels. A thought-provoking, sharable content programme maximised our reach and prompted peer-led support for the consultation and vision.
Further engagement opportunities were created via public and stakeholder webinars.
Outcome
The consultation secured engagement and input from a broad audience representative of the community served by Bath and Northeast Somerset Council. More than 1,000 responses over a one-month period reflected the needs and priorities of a wide community base, including groups usually under-represented, to help the organisation confidently shape a range of solutions.
