Help tomorrow take shape
It’s not often you get a brief that asks you to target everyone in the country. Except when you work on the census. It was vital that The Office of National Statistics had accurate information about the UK population so that local councils could plan funding for the next ten years. We had to shift the perception of the census as intrusive time-consuming paperwork into an important contribution to your community.
With only a logo designed by Elmwood, we pitched and won the whole account. We created a paper world concept out of their original origami icon, with straightforward messaging and standout style that couldn’t be missed.
We covered the whole shebang. A mass reach TV campaign, radio, 48 sheet and 6 sheet posters, press campaign and PR activities. Messaging went from educating the public on what the census was for, to creating action and asking everyone to fill out the form. Finally we followed up with a reminder and penalty awareness campaign.
We won the nation over, with an impressive 94% response rate, an all-time high for the ONS.
