CAMPAIGN TO UNIVERSALISE THE SOCIAL SERVICES OF SANT JUST DESVERN
COMMUNICATION PROGRAMME TO PROMOTE THE RANGE OF SOCIAL SERVICES OFFERED IN THE NEW PORTFOLIO OF SANT JUST DESVERN CITY COUNCIL.
CHALLENGE: To create a communication programme aimed at changing the perception of people living in Sant Just Desvern as regards the range of social services offered in the City Council’s new portfolio, comprising clear, understandable and direct messages that are in line with the programme’s distinctive values and tone.
SOLUTION: Creation of a communication programme that generally helps residents in Sant Just Desvern who are either social service beneficiaries or not to assess, rediscover or discover the quality social services aimed at covering all the needs of the town’s population, based on a segmentation of these services, distinctive colour scheme and explanations by town “ambassadors” (leading people). At the same time, use online support to provide more specific information content about each service.
RESULTS: Communication programme aimed at changing the perception of residents in Sant Just Desvern, going beyond the view of emergency services to see them as universal, unique, crosscutting and standardised services, in the same manner as education, health or social security. Removing obstacles that prevent people from using these services, to which they are entitled and from which they would benefit.
CONCEPT 1 AT GENERAL LEVEL (GENERAL SLOGAN):
“The City Council is with you” (throughout your life, during procedures, guiding you, it is at our side…). Added to this concept of being at your side is that of life changing and “life having many ups and downs”, which means that everybody’s personal circumstances change and we may at some point require some of these services.
CONCEPT 2 AT SPECIFIC LEVEL:
Social services are a right, but not everyone has the same rights because they are applied according to our personal and/or family circumstances. We therefore did not refer to “Knowing your rights”, which could be misleading in the general sense of the phrase, but instead “What are you entitled to?” This slogan will appear below the name of the section or sections where citizens can go to obtain information on their individual rights: “Get more information at santjust.cat”
CONCEPT 3 ILLUSTRATIVE:
As we mentioned earlier, the campaign will be accompanied by photos of leading people in Sant Just (teachers, coaches, health workers, civil society leaders, etc.), indicating their name and field and accompanied by a phrase to illustrate a specific case that involves the ability to exercise a social right. These people will be “ambassadors” opening the doors to the rights that we can exercise in each specific circumstance.