Case studies

Local Government Association of Tasmania (LGAT) – Local Government Candidate Nominations Campaign

In Tasmania, standing for local government typically favours incumbents and attracts what has often been described as “pale, male and stale” candidates.

The client

The Local Government Association of Tasmania (LGAT) is the peak body for Tasmania’s 29 councils. It pursues a vision to build stronger councils through leadership, support and representation, including the promotion of candidate nominations to help provide a strong candidate-base for local government elections.

The Brief

In the lead up to the 2022 local government elections LGAT set a strategic objective to increase the diversity of candidates across a range of areas, including age, gender, cultural background and language. In the short term, the aim was to increase the number of women and younger nominees, particularly professionals aged less than 50.

The previous local government elections, held in 2018, the gender profile was overwhelmingly male – with males representing two-thirds of candidates standing for election. This statistic was also reflected in candidates who were elected.

Similarly, most candidates were aged 55+ – with 56 per cent in this bracket. This was followed by the 35-54 age bracket (36 per cent) and finally 18-34 (8 per cent). There was little change in the candidate age demographic between those who stood, and those elected.

The Strategy

The consultancy developed a “stand for council” campaign with the specific objective of increasing the diversity of candidates who nominate. The video execution, which formed the cornerstone of the campaign, used a diverse range of actors, representing the target audience cohort.

The campaign delivery was upbeat, vibrant and slightly irreverent to help engage the target audience and ask them to take a fresh look at local government representation.  

The approach sought to build awareness of the benefits of standing for election, encouraging the target audience to have their voices heard in the community with positivity, helping to counteract the current negative perceptions of local government representation.

The video material was rolled out across multiple social media platforms, narrowly reaching the identified target audience where they ‘hung out’, delivering positive, memorable and original material across:

  • Facebook
  • YouTube 
  • Snapchat
Campaign Performance

The campaign delivered nomination and election growth across key targeted age (under 50) and gender (females) cohorts when comparing state-wide 2018 local government results to the 2022 data:

Age 

  • 20-24 – doubling of candidates and doubling of those elected.
  • 25-34 – 31 per cent increase in candidates, no increase in those elected.
  • 35-44 – 23 per cent increase in candidates, 24 per cent increase in elected.

Gender

  • Councillors – 13 per cent increase female candidates, 9 per cent increase in elected.
  • Mayor – 32 per cent increase female candidates and 50 per cent increase in elected.

LGAT Chief Executive Officer, Dion Lester indicated the organisation’s satisfaction with the campaign’s successful outcomes:

LGAT engaged Cor Comms to design and deliver a social media campaign to encourage a diverse range of Tasmanians to consider nominating as candidates in the 2022 local government elections.

Specifically, the brief required reaching and attracting the interest of a diverse range of individuals, with a particular focus on the young and those from culturally and linguistically diverse backgrounds.  Their creative concept nailed it – respectful yet challenging. 

As a result, the campaign was a huge success, with many local government candidates sharing the key messages.

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