ABS asks Aussies to pause and take a moment with 2016 Census in latest BWM Dentsu campaign
Australian Bureau of Statistics is encouraging people to take a short moment to pause and help shape the future of the nation’s health, education, transport and infrastructure, with its new campaign for Australian Bureau of Statistics’ (ABS) 2016 Census via BWM Dentsu, Melbourne.
The campaign will run from this Sunday across digital, OOH, cinema, TVCs, radio, and a variety of social platforms.
Every year, 24 million different stories play out in Australia. This year, the 2016 Census, which plans to capture critical information about Australia’s population and their housing, is supported by an inclusive and forward-facing integrated communications campaign.
BWM Dentsu collaborated with Dentsu Mitchells, Posterscope and Etcom in the multi-faceted campaign. It consists of four phases: an approach phase, the countdown, the Census night itself, and a post-Census reminder phase. The approach phase launches Sunday.
BWM Dentsu has used innovative digital elements in the campaign to amplify the fact that, this year, more than 65% of the population are expected to complete the Census online. These digital components include the MyCensus real-time website and #MyCensus social platform, which will uncover how Australians live, laugh and love on and around Census night.
Says Duncan Young, Program Manager, Australian Bureau of Statistics: “With this campaign, BWM Dentsu has illustrated the modernised process of the Census. We’ve updated our systems to connect with Australians on a primarily digital level, and BWM Denstu has highlighted this change, demonstrating the ease of the new process in the advertising.”
The use of the ‘pause mnemonic device’ symbolises the brief pause required to complete the Census. This is a key feature throughout the campaign that reinforces the option to complete the Census online. The campaign also showcases Australians of all backgrounds and life stages taking part in the Census.
The ‘pause’ device marks a consistent theme throughout each element of the creative, illustrating the campaign’s all-inclusive promise, that it is ‘our moment to make a difference’.
Says Mark Watkin, Managing Director, BWM Dentsu Melbourne: “We wanted to evoke the modern nature of this year’s Census and reflect the importance of Census data to all aspects of Australians’ lives. Census is so much more than numbers summed up in a spreadsheet. It’s a multitude of moments.
“The Census has evolved and is aligned with Australia’s progressive values and attitudes. We’ve upped the ante with the use of the digital elements in the campaign to help the ABS achieve high engagement and get all Australians involved.”
Creative Agency: BWM Dentsu, Melbourne
Ed Carveth – Creative Director
Brent Liebenburg – Creative Director
Mikael Perhirin – Digital Experience Director
Mac Wright – Junior Planner & Consumer Experience Analyst
Mark Smith – Lead User Experience Architect
Sonia Mclaverty – Senior Onscreen Producer
Mark Watkin – Managing Director
Belinda Murray – Client Services Director
Brioni Pickhaver – Senior Account Director
Kate Langley – Account Manager
Sally Cunningham – Account Director
Richard Edmunds – Account Manager
Harpreet Kalsi – Executive Officer
Production Company: Photoplay
Director – Scott Otto-Anderson
DoP – Russell Boyd
Executive Producer – Oliver Lawrance
Producer – Emma Thompson
Post Production Company: Blackbird
Dentsu Aegis Network Companies:
Haystac
Dentsu Mitchell
Posterscope
Client: Australian Bureau of Statistics
Michelle Howe – Director, Census Communications
Andrew Sillis – Campaign Manager, Census Communications