The Local Government Chronicle (LGC) is a British weekly magazine for local government officers covering a broad range of issues including finance, law, management, housing, planning, local elections and social services. In 2015 LGC launched its multi-user license for the first time and commissioned Marlon Tate to write and art direct a marketing campaign encouraging its audience to subscribe to this new service.
In 2015, the UK had recovered in principle from the 2008 financial crisis however it was amid a harsh austerity programme. Between 2010 and 2019 more than £30 billion in spending reductions have been made to welfare payments, housing subsidies and social services. As a result, ordinary peoples’ lives became challenging and everyone had to adjust as in most places around the world.
To market this new product, Marlon Tate created the ‘Don’t Fall’ campaign consisting of a commercial that run on the web and in social media as well as OOH and print ads with a simple strategy: turn something negative into a beautiful experience. When budgets are in free fall, you need support to build the best strategy.