Agency: MG OMD
The Census has been implemented in the UK since 1801, with its decennial drumbeat forming a key part of UK life. The importance of the census cannot be understated, its results inform government decisions that will impact society and the economy for years to come. Therefore, it needs to reflect the true fabric of the country, representing everyone, and most importantly empowering everyone to feel a part of the process. Our comms needed to address these barriers and be motivating. We had to embrace the complexity, yet one insight was at the heart of our approach: At the fringes of society, people don’t listen to the centre, they listen to each other. A record-breaking 24.5 million households completed census. That’s 97% of the population making it the most comprehensive, and therefore powerful, census ever.