The integrated campaign consists of a TVC, print, radio and an interactive microsite that bring users' personal data to life. It has been designed to highlight the benefits of participating in the census by educating the public on what the data is used for.
Leo Burnett Sydney pointed out that the census is one night when Australians could shed some light on who they are and by doing so, light the way forward for national issues such as housing, transport, education, industry, health and the environment.
“We wanted to create a campaign that communicated the importance of census participation to everyone in Australia. Although our participation levels are among the highest in the world, many take part from a sense of duty and may not see any personal benefit from taking part in census,” said Michelle Howe, director of census public relations at the ABS.
Credits:
Client The Australian Bureau of Statistics (ABS)
Brand 2011 Census
Creative agency Leo Burnett Sydney
Director Tim Denton
Production company iRobot
Photographer Sean Izzard
Executive creative director Andy DiLallo
Senior art director Sharon Edmondston
Senior copy writer Misha McDonald
Digital creative director Kieran Ots
Group account director Paul Everson
Account directors Claire Kesby-Smith & Libby Weston-Webb
Account manager Neil Duncan
TV producer Margot Fitzpatrick
Planner Warwick Heathwood
Media Universal McCann
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