BWM Dentsu pitches 2016 Census as social media event in new Bureau of Stats campaign

A new campaign for the Australian Bureau of Statistics will frame this year’s Census as a nationwide social media event in an attempt to enthuse the participating public in the lead-up to Census night on August 9.

The campaign, created by ad agency BWM Dentsu, constructs a narrative of Australians from all walks of life telling their stories through the Census, united in their participation and simultaneous online engagement.

The new commercial for the Census emphasises the diversity of Australian life.

The new Census commercial  emphasises the diversity of Australian life

The launch of the MyCensus website will facilitate this, providing a platform on which participants can interact and comment in real time.

The central role of online engagement draws from the campaign’s prediction that more than 65% of Australians will complete this year’s Census online.

Duncan Young, program manager of the ABS, said “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 Dentsu has highlighted this change, demonstrating the ease of the new process in advertising.”

The campaign’s tagline spins the ‘pause’ required to complete the Census as ‘our moment to make a difference.’ The TVC encourages viewers to “take a role in shaping Australia’s education, health, transport and infrastructure.”

BWM Dentsu Melbourne’s managing director Mark Watkin said of the campaign, “We wanted to evoke the modern nature of this year’s Census and reflect the importance of Census data to all aspects of Australian’s 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 int he campaign to help the ABS achieve high engagement and get all Australians involved.”

The campaign will roll out on Sunday, July 24, across digital, OOH, cinema, broadcast and social platforms.

  • Client: Australian Bureau of Statistics
  • Creative Agency: BWM Dentsu

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.