Campaign: Second Opinion

Tribal MPC assistant director Yana De Silva has written a guide to working with the media on community cohesion for the Government.

The campaign was sophisticated enough to recognise that the polarities in the community were not solely due to race. Tensions also existed between the young and the old, between the poor and the relatively affluent.

Using text messaging to engage young people was an excellent hook. The Thought Bubble was also a good medium to consult this group and innovative enough to draw in families, but I would question its appeal to an older generation or to those who feel they have been overconsulted on their thoughts already.

Working through so many partner agencies does have its frustrations but it is essential to gain buy-in. With hindsight, the agency may feel that more preparatory work with partners would have made the process smoother.

The Thought Bubble is likely to have compounded residents' cynicism.

Making more use of residents' association meetings, consultation through schools and youth centres and other community events would have been less sexy but may have generated more good will.

While the campaign generated some good media coverage, it will be interesting to see evaluation of the difference it has made to local people's lives in the future.

Creativity: 4

Delivery: 2

Total: 6/10

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