In today's fast-paced digital world, the pull of online marketing and social media campaigns often takes centre stage in our efforts to engage with the public. After all, it's quick, cost-effective, and easily measurable. But in our quest for efficiency, are we missing something deeper?
by Rose Hampton
As local government communicators, we understand the pressure to deliver value for money and measurable results. We're accustomed to digital advertising – measuring click-through rates, impressions, and engagement stats. But let me present a different perspective—a return to the tried-and-true town centre events.
Imagine this scenario: a colossal presence against the skyline, dwarfing most of the buildings on your bustling high street. It bears the words 'One Tonne of Carbon' across its front. Would you take notice? Chances are, you'd give it more than the fleeting 2 to 3 seconds you might spare for a typical social media advert.
Enter the Carbon Bubble, an enormous, vibrant orange sphere that journeyed through Staffordshire during the summer of 2023, marking the commencement of our mission to engage with the community about climate change.
Staffordshire's unconventional approach to engaging with residents about climate change involved a 10mx10m inflatable sphere known as the "Carbon Bubble." It was bold, it was eye-catching, and it sparked conversations that no social media ad could replicate. The sphere, powered by environmentally friendly Hydrotreated Vegetable Oil, was not just a spectacle; it was a catalyst for meaningful dialogue.
Sure, the cost of running this in-person event was high, and the numbers reached were much smaller than what could have been achieved through social media advertising. But I believe there’s an argument to be made that the value of these in person events goes beyond the immediate numbers.
These in-person events stimulated hugely positive and constructive conversations. People can't hide behind screens in the comments. The events were an opportunity to address questions, doubts, and concerns face-to-face, fostering deeper understanding of their carbon footprint and how it links to climate change.
As well as this, when it comes to changing behaviors and perceptions, real-life interactions hold more sway. It's difficult to measure the lasting impact of a conversation compared to a social media ad, but the potential for long-lasting change is undeniable.
Let's look at some numbers. Yes, each event cost approximately £5,000 to run, a significant investment. However, this investment resulted in direct conversations with hundreds of people. More importantly, it encouraged over 3,500 individuals throughout the whole Summer to participate in a formal consultation. Additionally, 370 people took the initiative to go away and scan a QR code to calculate their personal carbon footprint.
Now, imagine if that £5,000 had been poured solely into social media advertising. The click rates might have soared, but would it have spurred as many meaningful consultations and have had as much of a meaningful impact? It’s hard to say, but I bet it was the start of many a conversation in the local pub that evening!
In conclusion, while digital marketing is now our go-to approach, we should not disregard the potential of in-person events. Especially when tackling complex and urgent issues like climate change, a face-to-face conversation can make a world of difference. Although expensive, in-person events can be a meaningful investment in building lasting connections and driving meaningful change.
So, as local government communications professionals, let's not be afraid to go back to basics, and re-think the value of in-person events. Let's consider the profound impact they can have on our communities, just as the Carbon Bubble did in Staffordshire during this memorable summer.
In a world filled with digital noise, sometimes, all it takes is a giant orange sphere to remind us of the enduring power of human connection.
You can see a video of the Carbon Bubble events here.
If you are interested in learning more about the Carbon Bubble Events and how you run one in your area, please feel free to get in touch with Rose.Hampton@Staffordshire.gov.uk
Rose Hampton is senior marketing and communications officer at Staffordshire Borough Council.
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