A public awareness campaign isn’t about selling; it’s about making the public aware of a service, changing behavior, or building trust in an organization. That’s why advertising for public entities requires a systematic approach: clear objectives, messages that everyone can understand, and measurable results.
Perspectiva-K is an advertising agency and strategy and brand consulting firm based in Bogotá, Colombia, with a presence in Spain. Over the past 9 years and through more than 80 projects, we have worked with public entities, universities, and companies. We have supported communication campaigns and strategies for entities such as the Ministry of Education, the ICBF, the ARN, the INPEC, FONTUR, the Judicial Branch, and the Mayor’s Office of Bogotá.
What Makes Public Communication Different
- Diverse audiences: the same message must reach audiences with varying levels of access, age, and geographic location.
- Clear language: fewer technical terms and more concrete instructions.
- Accountability: Every peso invested must yield measurable results.
- Institutional consistency: The campaign adheres to the branding guidelines of the organization and the government.
How to Plan an Institutional Campaign in 6 Steps
- Assessment: What do citizens currently know and think about the issue, and what has worked in the past?
- Measurable objective: for example, increasing enrollment in a program or the use of a service channel.
- Audiences and Territories: Who should be reached first, and through which channels should information be disseminated?
- Concept and messages: a central creative idea and simple, repeatable messages.
- Media plan: a combination of digital media, traditional media, local outreach, and partners.
- Measurement and Reporting: Metrics defined from the outset and periodic reports for monitoring.
Formats That Work Best
Short videos featuring real testimonials, social media posts tailored to each platform, regional radio spots, educational content, and online courses when the goal is training. In-house audiovisual production allows for quick adjustments without compromising quality.
Contracting and Oversight
Most entities contract these services through public bidding processes published on SECOP II. An agency with experience in the sector is familiar with the standard requirements: a clear technical proposal, a team with defined roles, a timeline, deliverables, and progress reports that facilitate oversight.
What to Look for in an Agency for the Public Sector
Demonstrable experience working with government entities, an in-house team specializing in strategy, creativity, production, and media planning, and the ability to report results. In our guide on how to choose an advertising agency in Bogotá, you’ll find 10 questions to help you compare options.
Frequently Asked Questions
What is a public awareness campaign?
It is a communication campaign launched by a public entity to inform, educate, or encourage certain behavior among the public, with measurable objectives and results.
How do public entities hire an advertising agency?
Generally through public procurement processes published on SECOP II, with technical, experience, and staffing requirements defined by each entity.
What results must a public campaign report?
Reach, frequency, engagement, visits or sign-ups generated, and achievement of the objective defined at the outset, as agreed upon with the supervising body.
Does Perspectiva-K work with public entities?
Yes. Perspectiva-K, an advertising agency and strategy and brand consulting firm based in Bogotá, has worked with ministries, city governments, and national agencies in Colombia, as well as with tourism organizations in Spain.
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