Collectively, we’ve been through a lot in recent years. And while it’s difficult to see through the murky waters we’re currently wading through, there’s always something we can rely on to lift our spirits – the power of community.
Whatever shape or form that community takes, it’s crucial in guiding and supporting us through the good and bad times.
Our ‘in real-life’ local communities need us now just as they always have.
The convenience of next-day delivery has made popping to the local high street less appealing. However, amidst this shift, there’s a quiet but determined movement of small businesses and communities aiming to restore local pride and its vital role in both societal and economic resilience.
Why local pride matters
The world is online all the time. Phone screens are bright and shiny, and the world outside of them can feel a bit dark. But in a growing bubble of globalisation and all it offers, there’s also a burgeoning affection for keeping it local.
After the pandemic, “shop local” and supporting local business campaigns were booming. The risk of losing high-street favourites, local cafes and small businesses was a reminder of how much we wanted them to stick around.
Beyond business, local community events also got a shot in the arm. And with a requirement to move online during the pandemic, those local events are now able to reach wider audiences than ever before.
For local councils and leadership, they’re realising that their local pride doesn’t have to remain local – they can utilise digital campaigns to take their businesses and events to the world.
This revitalises local economies and brings inspiration back to the heart of these communities.
Building communities and economies
Creating local pride in our communities and all they have to offer can be a powerful vehicle. Local pride supports local people and beyond. Volunteering initiatives, community clean-ups, and neighbourhood events can help bring people together and address challenges like social unrest or isolation.
When local governments, councils, brands, and organisations tap into these efforts they create an environment where communities and economies thrive.
But creating it and sharing it with the world takes creativity.
Below are some organisations, campaigns and brands that are tapping into their local heritage but reaching or growing far beyond.
Campaigns we love
Bradford’s City of Culture launch is a movement. A year-long celebration shining a light on the city’s rich heritage, creativity, and diverse communities. At its core was local pride. It’s not about reinventing Bradford, but showcasing what makes it special – its people, its stories, its culture, all while inviting the world to see it thrive.
Reading Borough Council’s World Lion Day Campaign was a brilliantly executed social media initiative that showcased the town’s surprising but deep connection with lions. Who knew that was a thing?! The connection is historical and cultural, and the campaign celebrated local services engagingly and interactively. At its heart, it was all about bringing Reading’s lion legacy to life, with the majestic Maiwand Lion in Forbury Gardens taking centre stage.
The campaign creatively tied this symbol into various aspects of community life, from Reading Museum’s Rodin lion sculpture to lion-themed playgrounds, the Royal Berkshire Hospital Children’s Chemo Lion Ward, and even Reading Football Club’s lion mascots!
A nationally recognised brand, Thatchers cider brought Aardman on board to help bring that brand back to its roots in Somerset. A stop-motion story runs us through the time-tested process they use, and introduces us to their farm dog too.
These campaigns come in all shapes and sizes, but with a bit of creativity you can make an impact on your doorstep and beyond. If you’ve got a cause or a mission, it’ll start local. But that doesn’t mean it can’t take over the world.
We’re ready to share your pride
Got something worth shouting about? We’re here to give you the loudest, most powerful megaphone to make sure it gets heard. We’ve crafted creative campaigns with our clients that have boosted visibility, driven sales, and reignited that local love and pride.
