#OnTheEdge Social Campaign
Overview
In the aftermath of COVID-19 restrictions, many local businesses in South Dublin’s outer zones - areas often overshadowed by the city centre - faced significant challenges in rebuilding visibility and footfall. With growing concern from councillors and business leaders about these underrepresented areas, I was tasked with leading a campaign that would shift public perception, support local economic recovery, and re-engage residents with their community.
The result was #OnTheEdge, a bold, social-first campaign designed to reframe what it meant to live and work “on the edge” of the city. Rather than seeing these areas as peripheral or lesser, the campaign celebrated their unique culture, accessibility, and potential. It marked a strategic pivot in Council messaging - from cautious, COVID-era updates to a more vibrant, hopeful narrative of local rediscovery.
Solution
To bring the campaign to life, I coordinated with local stakeholders across hospitality, leisure, retail, and cultural sectors to build a unified message and amplify local voices. I created a suite of digital assets and campaign materials that businesses could use on their own channels, ensuring cohesion and maximizing reach.
We rolled out the campaign across four platforms, tailoring the content strategy to suit each:
📘 Facebook: Storytelling, business features, community spotlights
📸 Instagram: Visual discovery, behind-the-scenes content, short-form video
💼 LinkedIn: Economic recovery narratives, Council initiatives, business wins
🕊️ Twitter: Real-time updates, campaign conversations, resharing local news
Content included interviews with business owners, photo diaries from local spots, destination guides, and branded video clips - all aimed at rebuilding pride in South Dublin’s vibrant edge.
Results
Over six weeks, the #OnTheEdge campaign achieved strong engagement and lasting impact:
📈 1 million+ impressions across all social channels
💬 20% increase in engagement, with posts averaging 50–300 likes and up to 30 comments
🧭 Narrative shift in Council messaging - from crisis to revitalisation
🏙️ Catalyst for long-term development: The campaign directly inspired the creation of The City Edge Project - a major regional planning initiative with its own dedicated branding, website, and strategy to enhance liveability, investment, and infrastructure in South Dublin’s outer zones
This campaign not only delivered short-term social success but also laid the groundwork for deeper regional transformation - repositioning “the edge” as a place of possibility, pride, and progress.
