Having spoken with several residents across the town centres and from the results of the OggaDoon survey, it is clear that whilst there is a latent willingness, any campaign will need to overcome deep set inertia, scepticism, perception of imposition (by the Council and ‘outsiders’). It is not a short-term project that will deliver quick wins and expectations must take this into account. 

In addition, there is a digital vs conventional gap in communications/engagement that exists in Blaenau Gwent. Different socio-demographic groups interact separately that in a collective sense has a detrimental effect on the overall spirit and cohesion of the BG area. This misalignment means that important content is not communicated or received by potentially interested parties e.g. traders to consumers.

 The campaign plan was be people-focused and designed to include:

• Workshop sessions with key stakeholders to crowdsource ideas and initiate ownership
• Communication and brand objectives
• Clear look and feel campaign design 
• Key target audiences, influencers and partners
• Campaign themes to translate into visual, moving and written content as well as a feeling/sense
• Key messages with calls to action
• Crowd-sourced content of successes, themes, conversations, future plans
• Organic content centred on campaign to include press releases, social content, visual images, snappy sound bites, vox pops
• Metrics 
• Identification of communication channels and content appropriate for those
• Execution plan of activities
• Central control point