Norfolk CC

This award is open to a single council or where appropriate a partnership of councils, or a council-owned company. Private sector partners can enter on a council’s behalf, with the permission of the council itself. The communications function is more integral to what councils do than ever. There is increasing need to influence behaviour in relation to, for example, recycling, transport, looking out for older neighbours, or reinforcing public health messaging. And there is the importance of building trust in the difficult decisions councils have to take in these challenging times. Campaigns can make a significant contribution to achieving these objectives, and this award is designed to showcase councils’ expertise in this area.

Covid had a massive impact on bus use with passenger numbers falling by 50.3% on average but in many areas even more. Urgent intervention was required to increase passenger numbers to ensure that Norfolk bus services were again financially viable and to protect their long-term future. Working alongside bus operators, Norfolk CC delivered a through-the-line campaign which has reached more than one million people and exceeded its objectives to restore passenger numbers in Norfolk.