Australian Bureau of Statistics says ‘Every stat tells a story’ in Census campaign via BMF + UM

The Australian Bureau of Statistics (ABS) has today launched the 2021 Census advertising campaign developed by BMF and UM.

The campaign will support the roll-out of Australia’s 18th Census, which is being held on Tuesday 10 August. Advertising will run on television, radio, print, outdoor channels, digital and social media.

The Australian Statistician, Dr David Gruen, said the campaign is based on the idea that the Census isn’t just numbers, but what those numbers tell us: “Census data provides a snapshot of the nation, and gives us important information about our economic, social and cultural make-up.”

While most people know the Census informs decisions on transport, schools, health care, roads and buildings, they may not know data is also used extensively at the local or community level.

Adds Dr Gruen: “Our message for Census is ‘Every stat tells a story’ and our advertising features real-life examples of how Census data is used to guide services for individuals, families and communities.”

This year households will have several days to complete, rather than a single night. The advertising encourages people to start their Census as soon as they receive instructions if they know where they’ll be on Tuesday 10 August.

Says Dr Gruen” “We know people expect flexibility and convenience, so this makes it easier for people to fill in their form when it best suits them.

“I encourage everyone to participate in the 2021 Census and help build a better future for all of us.”

The 2021 Census advertising campaign will run until Sunday 19 September. It will include translations for multicultural communities and for Aboriginal and Torres Strait Islander people.

For more information, visit www.census.abs.gov.au.

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Roberts
Associate Creative Director: Rees Steel
Senior Art Director: Leila Cranswick
Head of Art & Design: Lincoln Grice
Design Director: Fiona McLeod
Designer: Alex Kidd
Chief Strategy Officer: Christina Aventi
Senior Strategic Planner: Josef Wimberger
Chief Executive Officer: Stephen McArdle
Head of Account Management: Richard Woods
Senior Account Director: Victoria Venardos
Senior Account Manager: Annabelle Massera
Head of TV: Jenny Lee-Archer
Agency Producer: Emma Friend
Design & Animation credits: BUCK
Executive Creative Director: Gareth O’Brien
Creative Director: Lucas Brooking
Assoc Creative Director: Luke Saunders
Executive Producer: Erica Ford
Producer: Jordan Howes
Music & audio credits: We Love Jam
Music composer: Hylton Mowday
Sound designer: Andrew Stevenson
Art Buyer: Basir Sellah
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Integrated Producer: David Gleeson
Integrated Producer: Simone Plaza
Finished artist: Stacey Harrad Chantler
Senior Digital Producers: Danielle Kartika & Ryville Ochoa