The City of West Hollywood is home to landmark history, vibrant arts and proud people. There’s a lot going on around town, but too often WeHoans were missing out on local news and action. Kilter created a campaign that plays with the idea of newsworthiness to promote WeHo and help residents connect to the city on social media. The artwork was designed to grab attention across print, outdoor and digital environments while having fun with what makes WeHo unique. Our work led to a 15% increase in followers within 7 months, and was awarded the 2018 CAPIO Epic award for Excellence in Public Information and Communications. It even caught the attention of City of West Hollywood Mayor John Heilman, who commented “This CAPIO award is affirmation that we’re leading the way among small cities in how we engage with the community.”