This project involved TUA developing a set of strategic guidelines and recommendations, to help Auckland Council and Auckland Transport’s communications teams in growing community support for transport systems change.
The Challenge
Auckland Transport and Auckland Council have a plan to make sure our city protects what we love and works well for all of us in the long term. However, they often lack the visible public support to make the systems changes needed to achieve this plan.
The Solution
The journey TUA went on to achieve a solution, meant bringing the Auckland Transport and Auckland Council teams together to result in a clear path forward for a more integrated approach to future transport communications. Senior leaders at both organisations have endorsed the strategic guidelines and agreed with the recommended approach. It will be included in a wider VKT Reduction package, and used to help secure the government support needed to achieve greenhouse gas emissions and transport goals.
The Journey
Working collaboratively with ACG’s communications team, TUA developed a set of strategic guidelines and recommendations that integrate with their current work programmes. The guidelines demonstrate how the organisations could apply a values-led communications technique, which is proven to help build support for change in communities.
An integrated communications approach, positioning a public vision, creating a communications plan, developing a narrative-led campaign brief, and measuring community outcomes was all part of the process in providing guidance for their communications.
Most crucially, TUA identified the additional government support needed to achieve greenhouse gas emissions and transport goals, providing a case for future communications funding.
