Tweed Shire Council representatives celebrate winning the Excellence in Communication Award – Division B at the 2026 RH Dougherty Events and Communications Awards in Sydney. Naomi Searle - Director Sustainable Communities & Environment, Aimee Austin - Manager People and Culture, Elise Browning - Senior Program Leader Communication Engagement and Media, Chris Cherry - Tweed Shire Mayor, Denise Galle - Director Planning & Regulation, Troy Green - General Manager.
A Tweed Shire Council campaign that showcased the locals behind their everyday services has won a major state communication award.
The 'Part of your everyday' campaign won the Excellence in Communication Award, Division B, at the 2026 RH Dougherty Events and Communication Awards, presented by Local Government NSW during Local Government Week. Division B covers councils serving populations of between 30,000 and 100,000. The award was presented in Sydney on Thursday 6 August 2026.
Developed by Council staff, for Council staff, 'Part of your everyday' was created in response to the widespread challenge of "council bashing" and the impact disrespectful interactions can have on staff who are working to improve our community.
Rather than focusing on 'respect our staff' messaging, the campaign took a different approach. It set out to show the locals delivering the services they use every day, bringing a human element to the person behind the uniform.
At the centre of the campaign are the people who work for Council and are also part of the Tweed community.
These people maintain roads, supply drinking water, manage waste, care for parks and sportsfields, run libraries and holiday parks and look after the Tweed Regional Gallery and Margaret Olley Art Centre. They are also local parents, volunteers, coaches and neighbours.
"When you go to the local park or take your kids to the library, the person on the other side of that service probably lives 10 minutes down the road from you," Tweed Shire Mayor Chris Cherry said.
"They shop where you shop. Their kids go to school with your kids. They stand on the same sidelines on a Saturday morning.
"Putting on a Council uniform should not change the way someone is spoken to, and our community has really embraced that message.
"I went to Sydney to see this initiative recognised because I am proud of what our people have built here."
Council is one of the largest employers in the Tweed, with a workforce of about 800 people delivering 53 different services across the Tweed.
Tweed Shire Council General Manager Troy Green said the award highlights how committed our staff are to showcasing the wonderful people behind the services that keep our community running.
"Our staff are proud to serve the Tweed community and should not be subject to incivility or abuse when doing so," he said.
"What sets this campaign apart is that it was designed and delivered by our own people. A working group of 10 staff developed the message, tested it with frontline teams and produced almost all of the material in-house, without a campaign agency. I congratulate everyone involved."
The campaign also included a Council Trivia competition during Local Government Week in 2025, which invited residents to test what they knew about the services Council delivers beyond roads, rates and rubbish, with a stay at one of Council's holiday parks as the prize.
It drew 1,033 entries and proved popular enough that the questions now run as a regular trivia column in the local newspaper.
Beyond the videos and the trivia, the campaign ran across social media, community events and pop-up stalls, signage, print, digital screens in Council buildings, e-newsletters, the newsletter that goes out with rates notices, and articles written by staff about their own work.
'Part of your everyday' has since grown from a campaign into an ongoing platform. Teams across Council are now adapting the message for their own projects, including signage at worksites that tells passing residents what is being built and why.
The RH Dougherty Excellence in Communication Award recognises council-led public relations campaigns that show strategic planning, creative execution and genuine community impact.
We're proud to be part of your everyday. Thank you for being part of ours.
Watch the videos and meet the people behind Council services at tweed.nsw.gov.au/part-of-your-everyday
Matt from Banora Point is one of the Tweed Shire Council staff featured in the award-winning 'Part of your everyday' campaign.
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Photo 1: TSC celebrate winning the Excellence in Communication Award
Caption: Tweed Shire Council representatives celebrate winning the Excellence in Communication Award – Division B at the 2026 RH Dougherty Events and Communications Awards in Sydney. Naomi Searle - Director Sustainable Communities & Environment, Aimee Austin - Manager People and Culture, Elise Browning - Senior Program Leader Communication Engagement and Media, Chris Cherry - Tweed Shire Mayor, Denise Galle - Director Planning & Regulation, Troy Green - General Manager.
Photo 2: Matt from Banora Point
Caption: Matt from Banora Point is one of the Tweed Shire Council staff featured in the award-winning 'Part of your everyday' campaign.
Connection to Council's Community Strategic Plan:
