‘No One Asked for That Roundabout.’
If you’ve ever worked in or with local government, you’ll know the familiar refrain:
‘Why did Council spend money on that?’
‘No one told us about this.’
‘Who asked for that roundabout?’
Local councils do a lot more than waste collection – but much of that work goes unnoticed, misunderstood, or mistrusted.
And it’s not because councils aren’t doing the work.
It’s because communicating that work has never been more challenging.
The Communication Challenge Local Councils Face
In our work with local councils across Australia, we consistently see the same pain points emerge:
- Attention fatigue: people are overwhelmed and tuned out.
- Fragmented audiences: age, culture, language and digital habits vary widely.
- Complex messaging: planning, waste, infrastructure and compliance aren’t easy topics.
- Limited internal resources: small teams, many priorities.
- Growing mistrust: residents are increasingly sceptical of Government messaging.
Research backs this up:
- Only 35% of Australians feel heard by their local council. (1)
- 44% don’t know the full range of services their council provides. (2)
- 57% say they’d engage more if communication were digital-first. (3)
People want to understand what their council is doing. They just need the message delivered in a way that’s easy to follow, transparent, and human.
Why Traditional Communication Isn’t Working
Letters, long web pages, PDF notices, and newsletters are still important – but they’re no longer enough on their own.
Today, residents expect:
- Clear information
- Delivered quickly
- In formats they already use
- With opportunities to respond, question and engage
One-way messaging is increasingly seen as evasive or out-of-touch.
Communities want two-way communication, not just updates.
So Where Do Councils Go From Here?
Short, Simple, Human Video.
Short video content is a practical and cost-effective way to:
- Break down complex information
- Show real people, not just logos
- Build trust through transparency
- Reach residents where they already are
In 2024, 9 in 10 Australians watched online video. (4)
So the question isn’t should councils use video – it’s how to do it well.
Why Video Works for Councils
| Benefit | Why It Matters |
|---|---|
| Human & authentic | Seeing staff and community members builds trust |
| Accessible & inclusive | Captions, translations and visuals help everyone feel included |
| Shareable | Video travels easily across social, websites and internal channels |
“But Video is Expensive and Time-Consuming”… Right?
It can be – but it doesn’t have to.
Common Barriers & Practical Solutions
| Barrier | Simple Fix |
|---|---|
| Limited Budget | Use templates, batch filming or stock footage |
| Time Constraints | Train internal staff or outsource editing only |
| Lack of Expertise | Work with production teams familiar with council environments |
| Inconsistent Posting | Use recurring formats (e.g., “60 Seconds With the Mayor”) |
The goal isn’t to produce high-end films.
It’s to communicate clearly, regularly, and with heart.
Getting Started
- Start small: One video a month is enough to build momentum.
- Focus on stories, not slogans: Show the people behind the work.
- Measure engagement: Learn what your community responds to.
- Partner wisely: Work with teams who understand compliance and community expectations.
About QC.VIDEO
For nearly two decades, we’ve helped local councils, government agencies and community organisations communicate more clearly and confidently through video.
Our work has been recognised internationally, including two Communicator Awards for Excellence for video projects with local councils.
Our approach is:
- Practical: Clear communication without complexity.
- Resourceful: Designed for real budgets and real timelines.
- Human: Storytelling that builds trust and understanding.
We Create:
- Community engagement & explainer videos
- Project updates & event coverage
- Multilingual & accessible content
- Content strategy + remote editing support
If your community is saying “No one asked for that”, there’s a communication gap – not a project problem.
And that’s fixable.
Resources:
(1) Dr Sarah Cameron. School of Government and International Relations, Griffith University
(2) research commissioned by Datacom.
(3) Peter Denyer-Simmons, Victoria Erskine, Charles Sturt University
(4) Research from ACMA (Australian Communications and Media Authority)
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