ABS Appoints Etcom To Lead Multicultural Comms Campaign For 2016 Census

ABS Appoints Etcom To Lead Multicultural Comms Campaign For 2016 Census
SHARE
THIS



The Australian Bureau of Statistics (ABS) has appointed Ogilvy’s multicultural communications agency Etcom, to lead its multicultural communications campaign to drive awareness and participation in the upcoming 2016 Census.

Effective immediately, the appointment will see Etcom develop and implement a cohesive communications strategy and campaign for the first ever digital Census, specifically targeting Australians from Culturally and Linguistically Diverse (CALD) communities. The account was won following a competitive pitch.

Melissa Chaw (pictured above), managing partner, Etcom said it was easily the largest multicultural campaign for 2016, and was delighted the ABS had entrusted Etcom with the massive task of communicating to more than 38 different language communities across the nation.

“A successful mass-scale public awareness campaign is imperative to ensure the success of the 2016 Census,” said Chaw. “Significantly, the 2016 Census is the first time the population will be able to complete the census online, and this change will be the core message of our campaign. We are also responsible for ensuring all CALD communities are fully aware participation is compulsory and this includes reaching migrants who have arrived since the last Census in 2011, plus subgroups such as international students and even tourists.

“It’s a massive undertaking and is exactly the sort of challenge the team at Etcom relish.”

Michelle Howe, director, census communication, communications and dissemination branch, Australian Bureau of Statistics said Etcom were an important partner and well placed to effectively reach out to Australia’s vast multicultural population.

“While the primary target audience is everyone in Australia on Census night aged over 18 years, subgroups including CALD audiences are important to the success of Census. Etcom clearly demonstrated it has the capability, passion and knowledge of multicultural communities to take on the challenge. We are confident they will help us deliver a successful 2016 Census CALD communications campaign.”

Etcom’s remit includes strategy; advertising material (including supporting material development/adaptation); PR & ambassadors plus community engagement, workshops and tool kits. The CALD campaign has already commenced to encourage applicants for ABS Census Area Supervisor positions, and will involve intensive pre-planning and community engagement leading up to the official campaign launch, which starts six weeks before Census night on the 9th of August.

Etcom is part of Ogilvy Australia and STW, Australasia’s leading marketing content and communications group.

Please login with linkedin to comment

Australian Institute of Sport Chimney Group Asia-Pacific Rupert Murdoch

Latest News

Would TikTok Be Missed?
  • Opinion

Would TikTok Be Missed?

In this opinion piece, Alpha Digital’s head of performance Amir Rezaee outlines the impact to brands of a potential banning of TikTok in Australia The six weeks or so since TikTok announced its local Australian office has been a busy period. Aiming to make a similar impression on SMBs as it has on its 1.6m […]

Opinion

by B&T Magazine

B&T Magazine
NextMedia’s frankie And Gardening Australia Magazines Report “Surge In Sales”
  • Media

NextMedia’s frankie And Gardening Australia Magazines Report “Surge In Sales”

Amid the sadness of magazine closures, the challenges of COVID-19, and industry concern as companies merge or change hands, some magazines are thriving. NextMedia titles such as the much-loved frankie and ABC Gardening Australia magazine have been enjoying a surge in sales during this period of home isolation. Gardening Australia retail sales have been robust […]

Mag Closures & The New Landscape For Earned Media
  • Opinion

Mag Closures & The New Landscape For Earned Media

In this guest post, MINT’s publicity director, Nathan McIlroy (pictured below), explores the new norm for Australian media and says Bauer’s/Mercury Capital’s recent mag closures should be viewed as an exciting opportunity for the brave… Last week’s announcement that new owners Mercury Capital were to permanently close eight of Bauer Media’s magazines sent shockwaves through […]

Opinion

by B&T Magazine

B&T Magazine
Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series
  • Media

Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series

In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]

KitKat Partners With R U OK?
  • Media

KitKat Partners With R U OK?

No one enjoys a chocolate finger for morning tea like the B&T office. On other occasions we might even have a KitKat.

oOh! Launches The Junkee Network
  • Media

oOh! Launches The Junkee Network

Junkee Media and parent company oOh!media have launched a powerful new way to reach young Australians – the Junkee Network. Combining Junkee Media’s content platforms with oOh!’s leading Out of Home assets in venues and universities across the country, the Junkee Network will be the largest and most influential youth content network in the country. […]

Research Reveals Aussie Small Businesses Upping Digital Marketing Spend
  • Marketing
  • Technology

Research Reveals Aussie Small Businesses Upping Digital Marketing Spend

Australian small business owners are turning to skilled local freelancers and upping their digital marketing spend as they move online to connect with customers and keep cash flow positive. The Federal Government’s pandemic response has earned a tick from small business owners as have those of New South Wales and Queensland, but one in three […]

Melbourne, Australia - August 6, 2015: A woman walks past an Optus store on Bourke St. Optus is the second largest telecommunications company in Australia.
  • Technology

Optus Assistant Chatbot Surpasses 2 Million Conversations

In the last 12 months, Optus’ AI Assistant Chatbot has surpassed two million conversations, with 1 in 6 Optus customers having their queries resolved immediately, providing a seamless experience without needing to speak to a person. Optus Assistant greets every customer that comes through My Optus App Messaging and its Web Messaging service with on average […]