The Workplace for Nationwide Statistics (ONS) has revealed a serious new built-in launch marketing campaign to drive consciousness of Census 2021 throughout England and Wales. The push was developed in collaboration with artistic company M&C Saatchi following its appointment as company accomplice for Census 2021 communications final 12 months.
M&C Saatchi has partnered with the ONS to develop an inclusive marketing campaign with broad attraction throughout the whole inhabitants, to make sure completion throughout numerous group teams. With an goal of attaining over 75% on-line completion, it has been described as a ‘digital-first census’.
The built-in ‘It’s about us’ marketing campaign is dropped at life by means of a sequence of portraits from throughout the size and breadth of England and Wales – nearly 80 in complete – celebrating who we’re and the communities we come from. A TV spot, directed by Max Fisher at Knucklehead, incorporates a model of The Zombies monitor This Will Be Our 12 months, rerecorded by the Norwich-based busking band featured within the advert, in a nod to the marketing campaign’s group focus.
The marketing campaign is exclusive in its scale and breadth. Designed to succeed in all adults in England and Wales, no matter age, location, race, intercourse, faith or dwelling circumstances, the inclusive push options almost 200 members of the general public from throughout England and Wales. It has been developed in 44 languages, with exercise operating throughout TV, radio, audio, social media, digital, out-of-home, press and PR. That is supported by scholar communications, a major and secondary college schooling programme, industrial and public sector partnerships, and group outreach.
Developed in the course of the Covid-19 pandemic, the marketing campaign was produced beneath authorities and APA tips and beneath the strict supervision of a Covid-19 Compliance Officer. Measures included casting members from the identical family or help ‘bubble’.