Spotlight on the census in integrated campaign for Australian Bureau of Statistics via Leo Burnett
The Australian Bureau of Statistics (ABS) together with Leo Burnett, Sydney are motivating Australians to take part in the 2011 Census via an integrated campaign.
Census is the one night when Australians can shed some light on who they are and in doing so, 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.
Says Michelle Howe, director of Census Public Relations at the ABS: “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
Executive Creative Director: Andy DiLallo
Senior Art Director: Sharon Edmondston
Senior Copy Writer: Misha McDonald
Digital Creative Director: Kieran Ots
Director: Tim Denton
Production Company: iRobot
Photographer: Sean Izzard
TV Producer: Margot Fitzpatrick
Planner: Warwick Heathwood
Group Account Director: Paul Everson
Account Directors: Claire Kesby-Smith & Libby Weston-Webb
Account Manager: Neil Duncan
Media: Universal McCann
Client: Paul Lowe – Census Program Head, ABS
Michelle Howe – Director, Census Public Relations, ABS
17 Comments
so its the opposite of Earth Hour right???
Love the site, turned something kind of dull into a nice little experience.
haha yeah burnetts are now asking us to turn a light on.
The shining a light analogy is lame. and kind of creepy. The one they start the spot with about taking a snapshot is much more accurate.
print producer never gets mentioned
not to mention the digital producer
Great website. Really well done.
I preferred those kia ads. There, i said it.
Well done Leos, really nice online experience. Simple but elegant design and very engaging. I’ll be ticking boxes via candlelight.
Hopefully one of the questions posed will be “Do you hate the inane ‘That’s my Woolies’ campaign even more than the idiotic Coles ‘Down Down’ travesty?”
With the answer expected to be overwhelming in the affirmative, a howling, torch-toting lynch mob can then descend on the home of the so-called copywriter responsible and tear him limb from limb.
Brilliant website.
Who actually made the website? There don’t seem to be any digital credits except CD?
Love the website. Very nicely done and slightly quirky.
9:54 – the site was created by Leo Burnett.
Specific credits for the site are as follows:
Designers: Dave Mugford, Eddy Milfort, John-Henry Pajak, Janifer Wong
Developers: Keong Seet, William Parry, Kevin Brown, Jason Kitson
Producers: Lester Martinez, Jennifer Borres
Head of Digital Production: Eduardo Larossa
Thanks… Well done Kieran and the team. Really really nice work. (9.54)
Australian Census campaign for CORNISH and Celtic ancestry responses:
http://cornishaustralian.blogspot.com/
The Census folk seek citizens’ co-operation. Yet ask why very short term visitors must disclose their education, income and commuting information and you are threatened with a fine for failing to provide it. Meanwhile no information is sought about how millions of local school kids get to school.
Another example of spin not reflecting reality. I have yet to find out why as much detailed information is required of visitors as there is of long term residents.