The Office for National Statistics.
MAKING THE CENSUS MEAN SOMETHING
TAKING THE BORING OUT OF FORM-FILLING
Every ten years, we’re all asked to fill in a really long form: the Census. And it can be hard to see what the reward is. To deliver the government’s first-ever digital census, during lockdown, we needed to motivate people by showing them the merit in completion.
TURNING A TICK-BOX INTO AN ACT OF GOOD
The Census is a huge data-gathering exercise. But our research showed no one knew what the data was for. If anything, they were suspicious and found it all a bit Big Brother. But when we told people the Census helped their local area get its fair share of nurses, nursery places, parking spots and green space – they lent in.
FROM NATIONAL CHORE TO COMMUNITY EFFORT
With 200 local groups filmed and represented, in 44 different languages, we showed every adult in England and Wales the true community value of the Census. Co-ordinating all activity across TV, radio, audio, social media, digital, OOH, press and PR, we achieved a record completion rate – 97% – in record time.