ASIA-PACIFIC – JULY 2011 – The Australian Bureau of Statistics (ABS) and Leo Burnett Sydney have launched an integrated campaign to encourage Australians to participate in this year’s Census.
On Census night, Australians can shed some light on who they are and in turn light the way forward for housing, transport, education, industry, health and the environment.
The campaign is designed to show the benefits of participating in the Census by educating people about what the data is used for.
Michelle Howe, Director of Census Public Relations at the ABS said: “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.”
The campaign idea was simple – engage people by showing them how their Census data can influence decisions that will shape their community and the future of Australia.
The campaign will consist of TV, print and radio but at the heart of it is an interactive microsite which will bring your personal data to life. The goal was to make data feel tangible and relevant to everyone and thereby drive interest in Census.
CREDITS
Client: The Australian Bureau of Statistics (ABS)
Census Program Head: Paul Lowe
Director, Census Public Relations: Michelle Howe
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
