Community Cohesion Evaluation
Background
Bradford Metropolitan District Council (MDC) was keen to tackle the negative perceptions held by residents of the District regarding the District itself and the people who live in it. This was part of the Council's role in driving social cohesion.
A visual marketing campaign, designed to dispel myths and portray a more positive image of the District, was run. Enventure was commissioned to conduct an evaluation of the campaign.
Research Objectives
The overall aim of the evaluation was to understand public perceptions following the visual marketing campaign. The Council also wished to gain feedback on the specific elements of the campaign.
Research Methods
Enventure conducted a series of focus groups with residents in various locations throughout the District. Quotas were set for the group participants on area, age, gender, ethnicity and socio-economic group.
Results
The research findings were used to feed into the possibility of a second campaign and influence the Council’s policy on social cohesion.