Bradford Council ran a campaign aimed to promote a more positive image of the district among local residents, to celebrate the diversity of its population and also to communicate the important role residents play in representing Bradford as a diverse, cohesive community. Enventure was appointed to evaluate how effective the campaign had been.
Enventure devised and moderated five focus group discussions in various communities across the District, representing a broad mix of age, ethnic and social groups. Evaluation covered how aware people had been of the campaign and associated publicity, their responses to individual posters, and the overall effectiveness in promoting positive perceptions of Bradford among its diverse local population.
Bradford Council received valuable feedback on the impact, credibility and effectiveness of the campaign both overall and in relation to specific social and ethnic groups and geographical locations. The evaluation put the challenge facing Bradford Council into perspective. It covered associated issues such as the relevance of timescale and costs, the credibility of the message as conveyed in each poster, the significance of geographical location, and the levels of willingness among individuals and communities to embrace and celebrate the diversity of the district.
Benefits to Client
Based on the residents’ feedback, Enventure was able to recommend to Bradford Council what future approaches for promoting social cohesion might be most effective and how it might re-examine the concept of the Bradford District as one geographical whole.