Who’d have thought that central government could offer us anything other than the usual waffle and spin? That was the cheeky premise behind this press and online advertising campaign for info4local, a government website for people working in public services. The portal provides easy access to information from central government departments, agencies and public bodies. Lindsay worked with copywriter, Andy Bull, to create these copy-led adverts.

Press campaign.

We were surprised, but pleased, when this mischievous route was chosen above the ‘safe option’ . However, it obviously caused a few ripples, as Ministerial approval was required to sign-off the final copy.

e-booklets.

The campaign was supported by e-booklets, which were sent out as interactive pdfs. One booklet was emailed out to subscribers (eg local authorities). Another one was sent to contributors (eg government departments and agencies).