CASE STUDY: PUBLIC ENGAGEMENT CAMPAIGN
Will tree changers get their hands dirty?
The problem
Nillumbik Shire Council is a tree-filled area rich in biodiversity to the north of Melbourne. Many rural landholders have moved for the lifestyle, while still commuting to the city for work. Being inexperienced and time-poor, they can struggle to manage their land sustainably, impacting biodiversity and their neighbours.
The brief
Focus rural landholders in a semi-rural shire north of Melbourne
Who aren’t managing their land sustainably
To seek help (specifically by accessing their Council’s land management incentives program)
By making government approachable
The idea
I approached this project from a few different angles. Experienced landholders might only need reminding that help is available or a push to overcome their reluctance to seek help. However, for newer landholders, I needed them to recognise there was a problem, make them aware help was available and persuade them to access that help.
I aimed to:
- Increase landholders accessing Nillumbik’s Land Management Incentive Program, where an officer comes to their property to provide advice and financial incentives.
- Increase awareness of the range of information and services available.
- Individually target priority landholders (such as those with visible land management issues or those in priority areas).
The project
I focused the campaign in two areas:
The Nillumbik Land Management and Biodiversity Mini Expo
The Nillumbik Land Management and Biodiversity Mini Expo
In a non-threating community centre, I ran a small expo with representatives from the various government and community organisations who could provide land management advice, services or information brochures.
For the expo I designed a banner for use at the expo (also for other festivals). I produced various promotional materials including event copy (for various media) and a poster to hang on noticeboards in all rural townships. I also wrote an article for Council’s newsletter (delivered to all residents) on a common problem (feral species) which encouraged people to attend the mini-expo.
Each visitor received a factsheet I wrote on all the services available and voucher for a free native plant. As a special country touch, we provided tea, fresh scones, jam and cream.
Communications reached 1000s of people and over 50 attended the mini-expo including many new residents we hadn’t reached before. The fact sheet and banner remain useful tools for engagement.
The Postcard
I created a postcard to send to target landholders with the copy “Caring for land? We can help.” (complementing the festival banner). The postcard promoted the assistant offered by Council. However, the best feature is a space to write a personal message. This personalised touch has prompted many landholders to take the final step of asking Council for help.
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