A new cross-platform campaign for the Australian Bureau of Statistics (ABS) by Foxtel Media launched this month to promote participation in the 2021 Census on 10 August.
The heart of the campaign is a mini-documentary series being produced by Fox Sports to showcase the stories behind the Census, and how data is used to help plan services for individuals, families and communities.
The series is running across the Foxtel Network, including on Fox Sports and Kayo. Each episode of the series will run in long form during Fox Sports News, with edited versions appearing across LIVE sport and Fox Sports’ digital and social media assets.
The series will include stories centred around:
- Melrose Park FC, a multi-cultural community club with a football program designed to be all-inclusive.
- Women’s Sport Hubs in Melbourne, which aim to remove barriers and create a safe space for young women from migrant and refugee backgrounds to participate in sports.
- The Royal Flying Doctor Service, which provides primary health care to Australians in rural and remote areas.
The campaign will be further supported by sponsorship of Weekend Edition on Sky News, which will run shortly before the Census to further raise awareness.
Apart from the moving, impactful stories that unfurl throughout the series, what makes the campaign more remarkable is the fact that it was produced under strict COVID restrictions. Multiple shoots were moved across states and remote interviews were quickly organised in order to accommodate for the slew of state lockdowns that began in June this year. This monumental, revised coordination effort was a priority for the Foxtel Media team who wanted to ensure that original deadlines were met for maximum campaign reach before this year’s Census takes place on August 10, 2021.
Jan Schutte, Lead Creative, Fox Creative said, “It was a great privilege to shed light on the inspiring stories of organisations that utilise Census stats to uplift their communities.
“Being able to shoot this series during a time when the rules surrounding Covid-19 restrictions were constantly changing is a testament to the passion and determination of the Fox Creative team and the exceptional crew we partner with.
It is an undertaking that would not have been possible without the incredible support provided by the ABS”.
Fleur Steinberg, Head of Client Integration said, “It has been a privilege for Foxtel Media to work with the ABS to bring the stories of our Australian Census data to life.
We have the honour of representing communities and organisations that rely heavily on this information in order to support Australia’s citizens, enabling us to put the brightest spotlight on the work that our Census data achieves and create an important reminder to all of us to get ready for August 10.”
This year, people can start their Census as soon as they receive their instructions. They can complete online, by paper or with help from the ABS. For more information visit www.census.abs.gov.au.
Watch the 60 second teaser:
And the 5 minute mini-documentary:
Executions
Mini Documentary Series
The Royal Flying Doctors Service
Credits
ABS
2021 Census campaign team
Fox Creative
Jan Schutte – Lead Creative
Antony Robinson – Senior Commercial Producer
Adam Speranza, Conrad Terpens – Series Producers
Lisa-Astrid Curran – Production Manager
Adrian Emerton, Paul Cananzi, Robb Shaw-Velzen –Cinematographers
Foxtel Media
Fleur Stenberg – Head of Client Integration
Rachel Miller – Senior Group Business Director
Jessica Kerr – Sports Partnership Manager
Taylor Nelson – Sport Partnership Coordinator
Andrew O’Malley Jones –Sky News Partnerships Executive
UM
Jack Davidson – Integrated Partnerships Director
Alice Davidson – Integrated Planning Director