Summary
The advertising campaign supporting Census 2021 was a triumph of pragmatism and inclusion. Three waves of research, delivered during Covid-19 restrictions, underpinned a successful, widely appreciated campaign.
To many, the Census was a chore. Attitudes were compromised, participation rates uncertain. Greater purpose was needed: the Census had to be more than a head count.
Research evidence informed several campaign decisions that enabled:
- Appropriate language to establish purpose
- Identification of a creative idea to drive completion and enhance Census perceptions
- Determining of a campaign end-line
- Development/ portrayal of assets
In establishing purpose, research needed to identify the informative, motivating and...