Like many local authorities, Horowhenua District Council faced a challenge familiar to councils, communities not fully understanding what Council staff did, they were seen as an authority that fixed roads, collected rates and maintained our recreational spaces but not the passion and hard work that happens behind the scenes.
To help bridge that gap, I developed and delivered the Our People Campaign, a video-led project designed to showcase our staff, services and the community impact.
Working across multiple departments, I captured authentic stories from staff in the field, from emergency management and infrastructure teams to community development and environmental projects. Rather than relying on scripted corporate content, the approach focused on real people, real places and genuine experiences that reflected the heart of the organisation and its people.
The project expanded to include collaborations with local schools and businesses, community groups and emergency preparedness campaigns; then extended into the Horowhenua Proud video campaign, which celebrated the district through the voices of its people. By capturing local stories and asking residents what made them proud to call Horowhenua home, the campaign showcased the unique character, values and sense of community that define the district.
The results demonstrated the power of authentic storytelling. Videos regularly achieved engagement rates well above industry benchmarks, with some campaigns reaching more than 17,000 people from very modest advertising budgets and others generating engagement rates exceeding 16% organically. The initiative contributed to a noticeable shift in online sentiment, increasing positive community interactions and helping build trust between Council and the communities it serves.
The success of the campaign led to invitations to speak publicly about the project and its outcomes. I shared how authentic storytelling, community participation and people-focused content can build trust, increase engagement and positively influence public perception.
