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.