Are UK Councils Benefiting from Modern Visual Solutions?
Do you think our traditional methods of communication are adequate to serve a digitally-savvy population?
You can’t deny local councils have always stood at the forefront of governance in the UK. They are the lifeline that ensures smooth day-to-day operations, from overseeing community welfare to maintaining urban and rural infrastructure. Representing the bridge between the central government and the very heartbeat of local communities, they shoulder a crucial responsibility: effective communication.
With modern visual solutions – a suite of innovative tools and strategies have the potential to redefine the communication landscape for councils. But before we go any further, let's first understand the context in which they are being introduced.
The 21st century has often been termed the 'information age'. And rightly so. People are bombarded with information from every corner – smartphones, laptops, digital billboards, and even smart home devices. With such a relentless influx, it becomes increasingly challenging to not only capture but sustain the audience's attention.
The challenges are amplified for councils. Why? Because often, the information they need to convey is of utmost importance – it can be about public safety, health advisories, community events, or infrastructure changes. But when this vital information is presented in a format that’s dry, verbose, or simply out of sync, its impact diminishes significantly. You only need to look at a council’s social media comments to determine whether their message is well received or not.
But beyond the challenge of capturing attention, there's also the issue of inclusivity. The UK is a melting pot of cultures, ages, and abilities. A one-size-fits-all approach to communication is not only outdated but can also exclude significant sections of the community. Modern visual solutions, with their versatility, can be tailored to cater to diverse demographics. They can be translated into multiple languages, adapted for those with disabilities, and made appealing for both younger and older audiences.
The transition to embracing these solutions is not just about keeping up with the times. It's about recognising that the way people consume information has fundamentally changed. The digital world is visual, interactive, and instantaneous. For councils, this means an opportunity to not just communicate but to engage, inspire, and build stronger community ties.
In the forthcoming sections, we'll discuss which modern visual solutions can be harnessed by UK councils. We’ll explore their historical communication methods, the current challenges they face, and the transformative potential of contemporary visual tools.
What do we mean by ‘Modern Visual Solutions’?
Modern visual solutions refer to the advanced and innovative techniques used to communicate and engage audiences. Tools like projection mapping, immersive media, VR, video production, and animations, among others.
We love them and councils should too.
Through Projection Mapping stories can be told in a breathtaking way. By weaving art with cutting-edge technology, projection mapping transforms mundane structures into vibrant, interactive spectacles. The sheer magnitude of such displays, coupled with their immersive nature, ensures that messages aren't merely observed; they're experienced (and shared across social media!).
PA Media - Liverpool River of Light 2021
With Immersive Media, passive consumption is replaced by engaging experiences. Rather than merely hearing about a new park or public facility (like in the olden days), you can take a digital stroll through it, offering real-time feedback.
Or UK councils could implement an augmented reality application that demystifies a construction site, giving onlookers insights into the project's progression, envisioned outcome, and anticipated benefits. By allowing the community to virtually inhabit future spaces or scenarios, immersive media cultivates a sense of involvement, turning residents into active stakeholders & supporters.
And look, we can't deny that traditional written communications have their place, but the visual dynamism of video or animation captivates a wider, diverse audience. Complex concepts are distilled into short concise visuals, making them accessible for debate and shareable across platforms.
The distinction between these modern visual solutions and traditional methods is not just in the medium but in the impact. These solutions don't merely inform; they immerse, involve, and inspire. They recognise the evolving needs of communities, providing an inclusive platform that resonates with a diverse demographic.
But this isn’t just about leveraging technology.
The adoption of modern visual solutions would represent a shift in approach by councils, a commitment to proactive engagement, and a pledge to innovation. But as we reflect on their potential, the overarching query remains: how swiftly can they evolve to benefit from this tech?
The Evolution of Visual Communications in Public Service
AI generated example of and interactive infographic screen on a UK street.
In the past, council communications had a tangible presence. Communities connected through town hall gatherings, posts on community boards, and hand-distributed newsletters. While these channels were effective in fostering close-knit relations and sharing essential information, the tides of change ushered in new methods.
The late 20th century and the onset of the 21st marked significant shifts. The digital revolution presented councils with the advantages of websites, prompting an embrace of email updates and a strong presence on social media platforms. However, this digital expanse was double-edged, offering vast outreach while also posing the challenge of making distinctive impressions. It became evident that innovative strategies were needed, leading to the rise of visual tools like projection mapping and immersive media.
Projection mapping is no longer just used in grand performances or business-centric presentations. Local town halls or community monuments, rich in history and significance, have started serving as dynamic canvases.
Such visual methods capture immediate attention, resonating deeply with local pride and a sense of community cohesion. For councils, projection mapping has transitioned from being a mere mode of communication to an avenue for creating shared community experiences.
On the other side of the spectrum, immersive media is redefining the boundaries of engagement. Communities are no longer passive recipients of information. Through technologies like virtual reality (VR) and augmented reality (AR), they actively participate in narratives.
Public spaces, including libraries or community hubs, offer VR and AR experiences, granting users access to virtual council meetings, in-depth views of urban development proposals, or interactive modules on civic issues. These immersive sessions not only present vast volumes of information but ensure that it's assimilated and retained, given their engaging nature.
Beyond the aesthetic and interactive advantages, these visual solutions serve a core purpose: rendering complex data comprehensible and engaging. While traditional communication methods held relevance in their respective times, contemporary demands necessitate innovation.
And look, it’s no lie that when you adopt technology early you become a talking point & ultimately your message gets to more people…
Diverse communities, an accelerated pace of life, and a saturated digital environment call for strategies that stand out. For councils, this means adopting and adapting to tools like projection mapping, animation and immersive media.
Not just as novelties, but as essential components of their communication framework, ensuring effective outreach and deep community engagement.
Challenges Faced by Councils in Communication
The question is: how can councils effectively bridge the gap between their objectives and the communities they serve? And how do they do this against the backdrop of a rapidly changing digital landscape?
With such a diverse pool of ethnicities, age groups, education levels, and even digital literacy within a single borough or district. How, then, can a council craft a message that resonates universally?
Traditional methods of communication often fall short. A leaflet or pamphlet, for instance, might not cater to a younger demographic accustomed to digital channels, just as a tweet might bypass an older generation more comfortable with print.
The challenge is not just about ensuring the message is heard, but also understood and acted upon. Isn't the true essence of communication not just to inform but to inspire action?
With so much digital noise, councils face another pressing issue: capturing and retaining attention. Where news breaks every minute and social media feeds are continuously updated, how can councils ensure their crucial messages don't get lost in the noise? It's not just about shouting louder but finding innovative ways to make a statement. Can visual cues be the answer to this conundrum?
Budgetary constraints add another layer of complexity to the equation. With public funds at their disposal, councils are often under scrutiny to ensure that every penny spent offers value. But when technology is advancing at breakneck speed, investment in newer communication methods might seem daunting.
How can councils justify the expenditure on modern visual solutions when faced with other pressing needs such as infrastructure, health, or education? Is it feasible to strike a balance between being fiscally responsible and ensuring the community is well-informed and engaged?
Lastly, there's the issue of feedback and two-way communication. In times gone by, communication was largely one-directional. Councils disseminated information, and the public consumed it. But today, the public wants a voice. They wish to be heard, to share their feedback, concerns, and suggestions. The message they communicate is as important as the medium in which it is conveyed.
Traditional communication channels often don't provide this opportunity. How can councils foster a genuine dialogue with their communities? Isn't true engagement about more than just sharing information but also listening and adapting?
Each of these challenges requires thoughtful consideration and innovative solutions. And as you read further, we'll consider how modern visual solutions like projection mapping and immersive media might just be the tools councils need to navigate these challenges successfully.
Cost Benefits and ROI of Visual Solutions for Councils
How’s your bond with your local council? Would it be strengthened by effective communication? Of course…right?
For councils, the notion of adopting modern visual solutions can sometimes be overshadowed by concerns about costs. In a climate where budgets are tight, every expenditure needs to be justified by its potential return on investment (ROI). But here's a perspective that's gaining traction: Investing in advanced visual solutions isn't just about the immediate cost outlay, it's about the long-term savings, efficiencies, and tangible benefits that these solutions can yield.
First and foremost, consider the cost comparison of traditional communication methods versus cutting-edge visual solutions. Traditional methods, like printed brochures, posters, or public meetings, can be resource-intensive. They demand not just monetary expenses, but also the time and effort of staff to organise, design, print, distribute, and manage these materials or events. While these methods have their place, their longevity and reach can be limited.
On the other hand, a well-crafted animation, video, or immersive media piece can serve a council for years. They can be shared digitally, reaching a broader audience without the incremental costs of physical distribution. They can be repurposed for different platforms or updated with minimal effort, ensuring longevity and flexibility.
But beyond just the direct costs, visual solutions offer other dimensions of ROI. Enhanced public engagement, for instance, leads to a better-informed and more cooperative & happy citizenry. When people understand policies or initiatives because they've been presented in an engaging and clear manner, it often reduces the strain on council resources in the long run. Fewer misconceptions mean fewer complaints or rectifications.
Yet, the upfront costs of developing these visual tools can be a deterrent. This is where smart financial strategies come into play. Partnering with the right agencies – particularly those that offer quality services at competitive prices – can make all the difference. Agencies, like ours, understand the budgetary constraints councils face and can tailor solutions to fit those parameters without compromising on quality. The advantage of such collaborations is twofold: councils get the benefit of external expertise and the latest innovations without the overheads of maintaining an in-house team for the same.
And, when you consider the broader benefits — increased public satisfaction, enhanced brand image for the council, better-informed residents, streamlined internal operations, and the potential for revenue through partnerships or collaborations based on these visual tools — the ROI becomes even clearer.
In the end, it's a balancing act. While there's an undeniable initial investment in adopting modern visual tools, the dividends it pays — both tangible and intangible — over time make it a worthy expenditure. By being strategic, leveraging external expertise, and focusing on long-term benefits, councils can ensure they get the best value for their investment, ultimately benefiting the communities they serve.
Case Study: Birkenhead Ventilation Tower Light Show
Eurovision - Wirral light show 2023. Image Credit: Stratus Imagery
Here's a story that shows how using new visual tech can change things for councils...
Before the big Eurovision 2023 event at the M&S Bank Arena Liverpool, there was a buzz in the air. People were gearing up for a musical treat in Liverpool, but nearby Wirral wanted to join the excitement. They didn't just want to watch from the sidelines; they wanted to be part of the action. That's where our team stepped in.
Working closely with Wirral Council, we partnered with some renowned names like Peel Ports, Stena Line, Merseytravel, Adlib, and United Utilities to bring the spectacle to the peninsula. This collaboration, led by the council, showed their eagerness to be involved, to bring something special to their community.
Instantly, we knew that lighting up The Ventilation Tower wasn’t going to be straightforward. It needed a touch of modern tech and a sprinkle of Focal Studios' creativity. Using drones, we took pictures from all angles and then turned these images into a 3D model. This helped us see the tower in a new light (pun intended!) and plan every beam and sparkle. Our goal was simple but ambitious: make the tower shine and resonate with the Eurovision spirit.
But, as you can imagine, the process was anything but simple. Behind every shimmer on the tower, there was a mountain of planning and heaps of teamwork. It wasn't just about making it look good; it was about making it memorable. From those who masterfully handle lighting to city officials ensuring everything went smoothly, and from building managers to the folks at the port - everyone had a role, a critical part in this grand play of lights.
And you’ll be glad to know the dream did come alive! The outcome was a breathtaking light performance that captivated around 175,000 spectators throughout the Eurovision week. Whether they were grooving at the Pier Head stage or enjoying the melodies inside the M&S Bank Arena, their eyes were treated to the beautifully lit tower. This spectacle was a strong message, showcasing what magic can be conjured when a local council believes in innovation, embraces collaboration, and ignites community spirit.
More information:
https://www.focalstudios.co.uk/blog/eurovision-light-show-birkenhead-ventilation-tower
Concluding Thoughts
When reflecting upon the transformative impact of modern visual solutions, it becomes evident that these innovations possess the potential to redefine public interactions, invigorate communities, and enhance the narrative of councils in the UK.
The Birkenhead Ventilation Tower Light Show, set against the backdrop of Eurovision 2023, serves as a shining testament to the power of this. But beyond the dazzle and luminosity, the core message is one of unity, innovation, and the ability of councils like Wirral to push boundaries, inviting their communities into a vibrant future.
For councils, these visual solutions are about connecting, communicating, and embracing a more engaging approach to public service. When they take that brave leap toward innovation, they send a strong message to their constituents: "We are here, evolving, and always looking for ways to better our community."
What's truly exhilarating is the horizon of possibilities these visual solutions unlock. If the dazzle of one tower could captivate hundreds of thousands, imagine the untapped potential waiting to be explored. Each region, with its distinct identity, has stories waiting to be told, landmarks waiting to be illuminated, and people waiting to be enthralled. By collaborating with forward-thinking local companies & people, councils can craft experiences that leave lasting imprints on their community's collective memory.
Where engagement is currency and attention spans are fleeting, such visual endeavours are a statement. A statement that councils are not just administrative bodies, but innovators. And perhaps, most importantly, they're listeners, always attuned to the needs, dreams, and aspirations of their people.