GCS Local Campaigns Team

We are a regionally based campaigns team, working to make government’s priority campaigns relevant and compelling to audiences at the local level.

As part of the Number 10 and Cabinet Office communications team, we work closely with both Number 10 and departmental campaigns teams to turn national campaigns into regional and local ones; devising local campaign plans, recruiting local partners and stakeholders, capturing case studies, and producing locally-relevant content to help bring these campaigns to life.

Why local?

  • Storytelling – the ‘local’ is an essential, reinforcing, messaging layer to help drive cut-through and engagement, rooting our messages in everyday life.
  • Trust – campaign messages delivered through local voices and organisations: making policy real and advocated by ‘people like me’.
  • Modern Communications Model – local partnerships provide huge scope for low/no cost campaign extension and shared content creation.

What do we do?

We are digital first, no-cost/low-cost campaigners. We build lasting and reciprocal relationships with local partners and stakeholders, so that their knowledge, insight and channels become shared, and local campaigns can be co-created collaboratively. We manage a number of locally-focussed social media channels and are always looking to innovate and experiment with other platforms.

We work closely with the Number 10 Regional Researcher team. Being located in the regions is crucial for the insight we collectively hold about the areas we cover so we can feed it back to campaigns and media teams at the centre.

Our primary delivery is through social media, no-cost traditional media, and partnership marketing – using partners’ channels to deliver the Government’s priority campaigns at a local level.

We also work closely with the Number 10 Regional Researcher team.


Working with local partners is one of the most effective ways of ensuring your campaign cuts-through to local audiences, however it is important to approach this in a systematic way.

The Collaboration Toolkit has been developed with partner organisations representing public sector communications teams from Local Authorities, Fire and Rescue, and Police and gives a step-by-step approach to working with local partners on campaigns of common interest.

The Collaboration Toolkit (PDF 1.4MB)

In developing the toolkit, we worked with Local Authorities and Departments to pilot collaborative activity. The following case studies help highlight best practice and pitfalls to avoid:

  • Employment campaign: Department for Work and Pensions, Sheffield City Council
  • Devolution campaign and health campaign: Cheshire West and Chester Council, Public Health England and Northern Powerhouse
  • ‘Together, we can tackle child abuse’: Department for Education
  • Smokefree Cars/Stoptober: Stoke-on-Trent City Council

Case studies (PDF 126KB)

Professional Development

The team is also responsible for creating regional networks of GCS members and communicators across government, ALBs, Local Authorities and other public services, to help improve professional development. Find out information on these networks, training and development events in your region: courses and events.

Contact details of the local campaigns team.