Colchester Borough Council: Cost of living campaign targeted at street level

Colchester Borough Council launched a cost of living campaign in July 2022 to support the residents of Colchester who may be facing financial hardship through rising energy, food and fuel costs.


About the programme

Colchester Borough Council launched a cost of living campaign in July 2022 to support the residents of Colchester who may be facing financial hardship through rising energy, food and fuel costs. The campaign aims to showcase and signpost to support available across the borough from a wide range of partners, not just the council itself.

Although the campaign has started with a broad organic reach to residents, the next phase will be targeted to audiences that have been identified as most likely to face financial hardship over the coming months.

Using audience indicators and MOSAIC profiling, the Council have been able to identify four key groups of residents and where they live in the borough. This means that their digital advertising can be targeted down to postcode level, using imagery and text that would appeal to that audience – aiming to reach the people that are most likely to need the support.

As part of this research, they also identified a section of audience that are less likely to be digitally enabled, so a more traditional approach will be applied in the locality to where they live.

The campaign is supported by a mixed media approach, alongside the targeted channels, including local media, partner and councillor channels, local print publications and social media.

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