THE BRIEF
Our brief was to call on residents to comment on the City’s 5-year development plan. Responses would be used to help shape and guide the plan and its rollout. It was imperative that we collected as many responses as possible – from all areas of Cape Town.
INSIGHT
- Residents were cynical, felt like the City only looked after more privileged communities and that their opinion wouldn’t count
- They felt voiceless, but were over 400k voices strong on social media
- Previous responses were submitted by paper forms, with no digital solution
SOLUTION
- Through #MyCTNeeds we made residents the face of our campaign and created a solution that gave them ownership of the IDP and their community
- Each execution – from press, to poster, to radio and social media gave a voice to an individual Capetonian – chosen from a broad spread of communities
- Digital and social media were key channels – used to engage with residents, and create ongoing dialogue and encouraging participation, collaboration and inclusivity
IMPLEMENTATION
We made the IDP easily accessible to all residents and facilitated conversation around the plan by:
- Creating a microsite which educated residents about the IDP and also housed a survey on it
- Using the City’s social media platforms as a primary driver to the microsite
- Adding additional channels for completion, including USSD, email, print and public participation meetings
RESULTS
The campaign resulted in a 398% response improvement on the previous IDP project.
