The concept of localism isn’t new. It’s been embraced in a number of OECD countries. What is new for New Zealand though is the concept that local government should extend its mandate, on behalf of local people, to make local decisions around local issues.

We were asked by LGNZ, the official body representing New Zealand’s 78 different councils, to develop a campaign to educate people about localism, and from there create a movement with a view to getting central government to include a localism referendum in the 2020 elections.

We introduced the campaign idea of 78 Shades of Localism, using colour and a map pin to capture the thought that every region has its own character, personality and colours. The positioning line “where locals decide” helped people understand what localism means.