Who’s the backbone of every thriving community? The doers! When Lake Macquarie City Council came to us wanting to further strengthen their connection with community and instil local pride, we went straight to grassroots.
Through its commitment to sustainability, community, and culture of innovation, we found Lake Mac was enabling everyday local people to do extraordinary things.
Enter the Humble Heroes. It was a joy to celebrate the volunteers that glue Lake Mac together, alongside Council employees who go above and beyond. These amazing locals are quietly reducing food waste, saving lives, and connecting us to Country purely because they love their local hood.
To connect the community in real life, we produced an outdoor photographic exhibition launched by the mayor Kay Fraser, so all locals could see the heroes in their midst. They complemented our out of home and digital campaign.
The campaign was a finalist for the 2022 AMI Awards for marketing excellence. The mayor and locals loved it so much we rolled it out for a second year, with the new round of Humble Heroes just launched.