We love to hate them, who can blame us?? But a lot of the time, they contribute to important work, work that could ultimately impact our lives if we vote to get rid of them. Last year’s upcoming election had Adams County worried about funding for things like parks, the workforce development center, capital improvement projects, and the sheriff’s office if their residents voted to remove or reduce certain taxes. So, they came to us to inspire and educate.
We needed to come up with a program (a.k.a. campaign) concept that educated but did not sway votes. This isn’t about telling residents how to vote, it’s about showing them where their taxes go. Adams County also wanted this idea to extend throughout all departments and be used beyond just the election.
The tag, ‘All In, All for You,’ functions as part of a system. It sandwiches other copy to develop stories based on where the taxes are going. For example, ‘Adams County is all in on more careers modeling pioneers. Using tax dollars, all for you.’ The tag system allowed us to be flexible about the topics we could highlight, and really nail in the idea that Adams County is using the money with people in mind. It’s emotional, inspiring, and educational at the same time.
The visuals we created are people-centered, focused on the topics being highlighted, and simple in order to draw attention to the copy and the message. We opted to include a badge to help with consistency across platforms and act as a tool for future use of the program message.
We adopted the program to meta ads, display ads, NextDoor ads, AudioGo ads, billboards, and a landing page, as well as built out a starter kit of organic social posts for the Adams County team. We wanted to throw this message up in as many places as possible to increase engagement, visits to the landing page, clicks, and impressions.
