Focusing heavily on Instagram, Grafik devised a strategy that included both organic and paid content to raise awareness and entice community members to follow along and get involved. Due to the initiative originating in the mayor’s office, it was important to connect with followers using a relatable, approachable voice rather than the expected formal stance of government policy. In addition, branded elements were incorporated into the Instagram grid, as well as the account profile for a cohesive and professional look and feel.
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