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Hampshire Independents are an exciting, independent political party dedicated to giving the people of Hampshire a voice.

The client approached us in March 2021 as they wanted us to promote the party in advance of the May 2021 elections. This was an enormous challenge, due to the Covid restrictions which did not allow door-to-door canvassing, or any of the usual political campaigning.

We also only had two months to reach as wide an audience as possible. To compound that, the party was unknown as it had only just launched in January 2021.

One of the biggest challenges we had was that Hampshire Independents didn't have a brand as such, apart from a single logo. So we decided to develop the branding and overall brand design in order to compete with the major parties, such as the Conservatives, Labour and the Liberal Democrats.

All of the established parties have an extremely strong online presence, so we conducted competitor research to understand how and what the key messages should be, and how to set the party apart from their competitors.

Initially, our main measures of success were the reach and engagement figures that we gathered from social media, as well as the public’s response to our graphics and overall messaging.

At the start of the project we decided to heavily promote our candidate for Police and Crime Commissioner (PCC), Steve James-Bailey, because we knew that he would stimulate a lot of interest. The role of PCC is very high-profile, and always garners a significant amount of media coverage. Also, we knew that by promoting him over some of our other candidates we stood a better chance of promoting the party.

Another challenge we had was that the public felt very strongly about the police and crime commissioner position, and as a former police officer Steve James-Bailey attracted a lot of criticism. This was not helped by the negative news stories about the police which were circulating at the time. So to counteract this, we focused on sharing positive insights about the police, and we asked the public for their opinions early on to tailor the campaign accordingly.