ALWAYS ON SOCIAL MEDIA CONTENT
Representing a municipal government on social media is no small task. Residents are suspicious that they'll get political spin or boring updates. More often than not, they use the page to complain about faults in their area. We wanted to inspire civic pride by bringing to life the tagline: "Making progress possible, together." So, we created an ongoing series of profiles called CT People. Every month, two community/culture pioneers, or small business owners, that embody the City of Cape Town's brand values, were profiled. To make sure these profiles were relatable to residents, we adopted a journalistic interview approach, akin to that of Humans of New York.
CLIENT: CITY OF CAPE TOWN
ALWAYS ON CONTENT: CT PEOPLE
AGENCY: SOCIETY/KING JAMES
ROLES: COPYWRITER AND INTERVIEWER
Overall, CT People content reaches an average of 14.2k people
Average engagement rate 3.13%, which is above average for paid content (2.85% engagement rate)
Residents often comment on the posts to congratulate the individuals for their positive role in the community
(FOR CITY OF CAPE TOWN SOCIAL MEDIA PLATFORMS)
BOOKMARKS 2015 - GOLD: Existing Social Communities
BOOKMARKS 2015 - SILVER: Social Channels
My role during the shoots was to interview the chosen candidates and assist the photographer with art direction/styling to make sure that the copy and the images would work well together. Then, I would write up the stories in a way that was inspiring, helpful to residents (where appropriate) and that showcased innovation.
Often the CT People candidates were not used to being interviewed, and for some, English was not their first language, so I would have to find creative ways to get the best responses from them. Overall, these monthly shoots were a highlight for me. I am still in awe and constantly inspired by some of the amazing and selfless work that people do to uplift their communities.
EXAMPLES OF POSITIVE RESPONSES FROM RESIDENTS
To play, press and hold the enter key. To stop, release the enter key.