A tailored campaign of mini-documentaries across multiple platforms successfully improved perceptions of the Census, leading to increased participation.

With the Census date set for August 2021, the Australian Bureau of Statistics (ABS) aimed to raise awareness and emphasise the importance of participation by highlighting the benefits of the Census and its direct impact on individuals and communities.

The ABS collaborated with Foxtel Media to produce a series of custom mini-docos designed to foster positive sentiment toward the Census. This mini-documentary series delved into the stories behind the statistics, helping to reshape perceptions of the Census’s significance. The content was further amplified through native advertising across News Corp and within Sky News editorial.

My role encompassed ideation from the initial brief through to pitching, production, and comprehensive campaign management.