We Shine Brighter Together Communication Campaign

‘We Shine Brighter Together’ and ‘Shine on Shetland’ were communications campaigns, linked to the cost of living crisis over the winter periods 2022-23 and 2023-24. The campaigns’ purpose was to ensure the community knew what support and help were available, and how to access it. It also aimed to normalise and reduce the stigma around asking for, receiving and offering help and support.

What was the desired outcome?

Reducing the pressure on Shetlanders by ensuring services and support are accessed by everyone who needs it to thrive.

What was already known?

It was known that the UK was facing cost pressures in 2022. This was likely to be exacerbated in Shetland where the cost of living is 20-65% higher than the UK mainland (Minimum Income Standard 2016) and it was expected that cost of living pressures would impact the community more severely than in previous years.