ABS rolls out $29m 2021 Census campaign with UM and BMF

The Australian Bureau of Statistics (ABS) has launched its 2021 Census campaign aimed at achieving a 95% participation rate across Australia.

The ABS is working with IPG media agency UM and creative agency BMF (Enero Group). According to tender documents, the campaign is worth $27.3 million in media spend, while BMF received $1.8 million for the creative work, in what will be one of the most complex media communications rollouts in Australia, targeting every household across the country.