Communication Plan: Social Services of Esplugues de Llobregat
How can essential services for people’s well-being become better known, more accessible and closer to the community?
This is the challenge addressed by the Basic Social Services Communication Plan for Esplugues de Llobregat. A strategic project built around a key reality: despite their direct impact on people’s lives, social services remain among the least known and least used municipal services.
At Medina Vilalta & Partners, we have worked on defining a communication strategy designed to strengthen their positioning, improve access to information and build a stronger relationship of trust with the community.
Communicating better to build trust
The challenge is not to communicate more, but to communicate more clearly, proactively and accessibly. This means overcoming stigma and prejudice, explaining available resources more effectively, and helping people understand where to turn and what support they may be entitled to.
To address this challenge, the project has been developed through a collaborative process with the project working group. This has included working sessions, analysis, assessment, audience identification and objective setting, with the involvement of professionals from Social Services, Communications and the political sphere.
A cross-cutting approach to effective communication
The plan sets out a strategic proposal that addresses communication through five complementary areas:
01 / Identity and positioning. Strengthen awareness of social services and build a narrative that conveys accessibility and trust, under the concept «Social Services by Your Side».
02 / Access and understanding. Make information about services, procedures, financial assistance and available resources easier to understand, tailoring content to the needs of the community.
03 / Guidance and referrals. Improve message consistency and help people reach the right service, both through public-facing channels and referrals from other services.
04 / Proximity and community engagement. Strengthen internal communication and coordination between teams, municipal services and local stakeholders.
05 / Transparency and awareness. Highlight the real impact of social services, bring them closer to local neighbourhoods and help reduce the stigma associated with them.
From strategy to action
The strategy takes shape through 15 communication actions, designed to address the identified needs and bring about tangible improvements in the relationship between social services and the community.
These actions range from reorganising website content and simplifying information about services to developing information campaigns, guidance tools for professionals, community communication initiatives and measures to strengthen internal coordination.
The plan also incorporates prioritisation, planning and monitoring criteria to ensure that actions are implemented progressively and realistically, available resources are optimised and effectiveness can be evaluated.
A proposal that brings strategy, communication and action together to address real needs and achieve specific objectives for the Basic Social Services of Esplugues de Llobregat.
Clearer, more human communication to bring social services closer to everyone who could benefit from them.
A strategic tool to strengthen the role of the Basic Social Services of Esplugues de Llobregat, facilitate access to municipal resources and build a closer, more accessible relationship of trust with the community.