#MésServeiPúblic

The Ajuntament de Barcelona wanted to promote the growth of public professionals; to guarantee the provision of essential public services; and to reinforce the institution’s capacity for quality services. To do so we needed to completely transform the perception of the public sector, highlighting the real people behind the scenes, celebrating their skills and recognising their work for the community. 

We had to forget that we were working with the public administrative sector and start from the ground up: with real people. We took on a content-led approach to communication in the form of a brand series with assets that could work across both print and digital. The first step was to produce a series of video interviews focusing on authentic stories about people’s passions, expertise and responsibilities. By capturing inspiring narratives, we aimed to indirectly align people’s individual values with the values of the institution as a whole.

To compliment the videos and add another layer of communication to the campaign, we also produced a printed fact sheet with detailed recruitment statistics, job descriptions and infographics relating to the Pla de Recursos Humans.

Our aim was to gain visibility and influence, to get people talking, but also to prepare the audience for a change in their perception of the public sector. We started by sharing the shorter clips on social media in an attempt to speak to people on a personal level.

We used inclusive language to slowly break down the barriers between the Ajuntament de Barcelona and the public, to show that the institution is made up of real individual people working for the community.