Four Cymru has been appointed by the Welsh Local Government Association (WLGA) to deliver its national 30th anniversary campaign following a competitive tender process. The appointment will see the agency work with WLGA and its 22 member councils to tell the story of local government in Wales and highlight the vital role councils play in communities every day.
Running through to March 2027, the campaign will mark three decades of local government in Wales while looking firmly to the future. Its focus will be on increasing public understanding of local government, celebrating the positive impact councils have on people’s lives, and helping communities better understand the services and support that often go unnoticed.
The campaign is built on a simple but powerful insight: councils do far more than many residents realise. While local authorities are often most visible when something goes wrong, much of their value lies in the everyday services, spaces and support that help communities thrive. Four Cymru’s role will be to bring these stories to life through a creative, bilingual and evidence-led communications programme.
Using Four Cymru’s proprietary Precision Codex methodology, the team will combine audience insight, strategy, creative development, media planning and evaluation to create a campaign that is nationally coherent while remaining locally relevant. WLGA will provide the central campaign platform and creative toolkit, with councils adapting and amplifying content through local stories, people and places that resonate with their communities.
The work will include campaign identity and messaging development, digital storytelling, video and social content, media relations, stakeholder engagement, local authority toolkits and a robust evaluation framework. The campaign will be delivered bilingually from the outset, ensuring Welsh and English audiences experience the campaign in an authentic and culturally relevant way.
Amelia Stevens, Managing Director of Four Cymru, said:
"Local government touches every part of our daily lives, yet much of that contribution often goes unseen. This campaign is an opportunity to tell the stories behind the services, people and places that help communities across Wales thrive. We're delighted to be working with WLGA and its member councils to create a campaign that is ambitious, meaningful and rooted in the realities of modern Wales."
The appointment further strengthens Four Cymru’s growing portfolio of public sector work, building on successful campaigns for organisations including Welsh Government, Cardiff Capital Region, Centre for Ageing Better and Hybu Cig Cymru.
As Wales approaches an important period of political and social change, the campaign will provide an opportunity to showcase the lasting value of local democracy and the difference councils make to communities across the country.