A bespoke, multi-platform campaign reinforces the importance of the Census
Campaign timing: September 2021
Challenge:
With the Census date set for August 2021, the Australian Bureau of Statistics (ABS) wanted to increase awareness by highlighting the value of participation reminding Australians about the direct impact the Census has on them and others.
Solution:
The ABS partnered with Foxtel Media to create a mini-documentary series to drive positive sentiment towards the Census. A series of mini-episodes created by Fox Creative explored the stories behind the statistics to help shift perception and convey the true impact of the Census.
Execution:
The bespoke content explored the stories behind the statistics highlighting how the Census changes communities, such as The Royal Flying Doctors who use Census data to support remote regions, and Melrose Football Club which uses Census data to identify refugee communities for the team to support. The content was amplified through native advertising across News Corp and within Sky News editorial.
Results:
The campaign reinforced the importance of taking part leading to a 14% increase in familiarity with the Census and a 23% increase among under 40s. It was an important result since before the campaign, young Aussies were less aware of the importance and impact of the Census.
The bespoke content led to a +6% increase in positive participation, up 12% among the key under 40 demographic.
People who saw the bespoke content were 1.2x more likely to believe their participation would make a real difference compared to those who only saw the TVC!
Source: Nature ABS Census CE Study. 2021
Testimonial:
“Foxtel allowed UM to bring to life storytelling at scale, supporting the wider campaign through high dwell formats and trusted community voices. The partnership helped the ABS to showcase the intrinsic benefits the Census offers, encouraging people to think more deeply about it and increasing their likelihood to actively participate.”
- Alice Davidson, Integrated Planning Director, UM
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