the web of TPC
1. Campaign Theme
Flourish Hull
The event will run for 7 days, officially launching on the same day the digital platform goes live. All member groups can submit their own events to the Community Week schedule completely free of charge. There are no officially designated “headline events” — every group’s activity is granted fully equal display priority.
The event is themed Hull Neighbourly Tea Gathering, which upholds the core “de-hierarchisation” design principle from its root, never breaking the foundational agreement of equal visibility for all participating groups. The theme also embodies the vision of close mutual support across the entire local community.
2. Asset Checklist
Platform Optimisation
- Add a lightweight one-line category tag labelled “Flourish Hull This Week” at the top of the homepage feed. Tapping the tag will instantly filter and display all updates from the Community Week programme. It takes up no excess screen space, and no mandatory full-width top banner is used.
- Add one dedicated “Sign up as a Community Week event host” shortcut card on the Get Involved page, which links directly to a no-registration form. Even small informal groups can quickly sign up to run a stall, no fully polished event plan required.
- Add a toggleable dedicated section “My Community Week Events” across all member group detail pages, where groups can independently decide whether to display their own event arrangements.
- All imagery used across the platform will be authentic, real community event photos taken by local Hull residents.
Social Media Assets
- Instagram Posts: Each post corresponds to a true, specific event story from one member group, such as “Mary will share her working experiences as a visually impaired person” or “We’ve got butter cookies and fresh coffee — just bring along your own story to share”.
- 7-day countdown series: Each post uses a casual, unposed community photo taken by a resident as the background, with a one-tap sticker at the bottom that jumps directly to the corresponding event page on the platform. Anyone who shares the post can claim a free limited-edition physical reward, such as a branded tote bag or a simple pocket calendar.
- Social Media Banner Ads: Geotargeted exclusively to residents located in Hull. Clicking the ad leads users directly to the platform’s event feed, with no intermediate landing pages. The ad copy reads: “There are free community events running in Hull this week. Tap in to pick one to drop by”.
Offline Print Assets
- Posters: Each poster features simple, descriptive copy such as “A local visually impaired resident will lead you on an accessible walking tour around Hull”. At the bottom of every poster, two QR codes are placed side by side: one for the Participatory Collective homepage, and one linking directly to the specific activity page on the platform.
- Postcards: Distributed free to all residents, with candid photos of Hull’s local streets taken by community members printed on the front. The back features upcoming event schedules and the platform web address. After reading the event information, people can keep the postcard as a reminder or souvenir, instead of discarding it immediately.
- Low-cost branded merchandise:
- Paper seed packets printed with the small Flourish Hull logo, filled with easy-to-grow wildflower seeds, given out as free gifts to event participants.
- Limited-edition branded tote bags and pocket calendars for active contributors.
- Branded aprons, t-shirts, caps, umbrellas and reusable water bottles for volunteers and group organisers. All these low-cost everyday items work as natural, unobtrusive promotional touchpoints in daily life.
3. Written Campaign Overview
- Omni-channel coverage strategy: Social media content draws younger local users to the platform, while posters and seed packets reach older residents who rarely use social apps. All call-to-action wording across every channel stays completely consistent. The campaign never pushes users to follow any single group’s private account exclusively — all traffic flows back to the shared public collective platform, where different member groups can cross-promote each other’s events.
- Three core targeted audiences:
- Ordinary residents: The low-friction access to event information requires no account registration to sign up for any activity.
- Community volunteer groups: Every group gets a completely free public event promotion channel, drastically cutting their self-promotion costs.
- Hull-based university communities and local public departments: The platform provides a centralised entry point to find genuine, local community partnership opportunities, removing the need to contact dozens of separate groups one by one.
- Core value alignment: The entire campaign is structured without any top-down hierarchy. The platform acts purely as an information carrier, fully delivering the “harmony without uniformity” ethos and realising the complete de-hierarchised design promise.
- Accessibility and ethical design compliance: All text on offline posters is printed in 30pt size or larger. Every QR code is paired with the full web address of the corresponding event and a short text description. There is no “scan the code to find out more only” design that would exclude less digitally confident older users. Every resident photo and personal story used in the campaign has received explicit prior consent from the creator and the community group involved, no unauthorised third-party imagery is reused.
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