Alumni News

How the 2011 Census used social media to to engage with Australians

by David McHugh, National Media Manager, Census Public Relations, Australian Bureau of Statistics

What do Jedi Knights, truck drivers, Shaun Micallef, John Farnham and invented languages have in common? They all contributed to the success of the Australian Bureau of Statistics’ (ABS) Census social media campaign. Using social media platforms, Twitter, Facebook, YouTube and a web application called Spotlight, the ABS demonstrated how the national Census can be fun, engaging and connect with everyday Australians.

The Census Public Relations team’s use of social media complemented traditional advertising in print, radio, television and online, along with a range of other PR and communication activities, to reinforce the overarching campaign message that everyone in Australia on Census night, Tuesday 9 August 2011, should accurately complete a Census form.

Dr Jill Charker, alumni of the EMPA (2006), is acting First Assistant Statistician, responsible for the Population, Labour, Industry and Environment Statistics group at the Australian Bureau of Statistics. Dr Charker oversees the Census program and is a strong supporter of social media.

“The Census is a snapshot of Australia and through social media we’ve been able to reach pockets of the community that have previously been unaware of their Census obligations, less willing to participate or who face barriers to participation,” Dr Charker says.

The @2011 Census Twitter account linked accurate Census data with humour and pop culture references and is the most successful Australian Government Twitter account with 17,000 followers.

Here are some examples of Census tweets:

• Just 8 sleeps to go until Census night, unless you’re one of Australia’s 130,129 truck drivers, then it’s probably only 2 sleeps
   
• Jedi Knight is not the only creative response to the religion question in the #AusCensus. Moroccan Chicken has also been received
   
• Politicians aren’t the only ones who talk gibberish. According to Census data 105 people speak an invented language
   
• If #JohnFarnham comes out of retirement again, he’ll join the 31,765 Australians aged 61 who work part time.

“The Twitter account had to be informative and humorous, but most importantly relevant to Australians,” Dr Charker says. "Through humour we were able to start a Census conversation and weave in some very important Census messages so everyone was aware that Census night was Tuesday, 9 August 2011.”

Lisa Conolly, fellow alumni of EMPA (2006) and ABS’ South Australia Census Director, says challenging the public’s expectations of how a government department acts was central to the Census social media success.

“We were innovative and had quite a light-hearted, quirky approach to balance more serious messages disseminated through traditional channels. People have certain expectations of government and the way we communicate. When it’s not what people are expecting, it can more effectively cut through."

“I think we demonstrated how Census data can be relevant and topical in 2011 Australia, and I enjoyed the way we appealed to local interest in the suburbs where people live ,” Ms Conolly says, who also manages the ABS Rural and Regional Statistics National Centre.

The interactive Spotlight application on the ABS website was another tactic used in the Census campaign that promoted the use of demographic and regional census data.

Developed in collaboration with advertising agency Leo Burnett, Spotlight is a data visualisation and engagement tool. It uses animated and interactive scenarios, which prompt users to enter information and compare similarities between themselves and other Australians. Narrated by comedian Shaun Micallef, Spotlight reveals quirky facts such as how many days it would take to shake the hands of everyone in your state, how many buses would be needed to relocate the entire population of your suburb, and the ingredients needed to make a birthday cake for everyone in Australia that shares your birthday.

Dr Charker says Spotlight played a key role in the Census campaign. “Spotlight made Census data personal, interactive, fun and informative. It resonated with the individual and demonstrated that the Census and the ABS are part of the fabric of Australia.”

Spotlight users can create a personalised Infographic that demonstrate how they fit with the rest of the population and can be shared on Twitter and Facebook.

In addition to Spotlight, Leo Burnett also worked with the Census Public Relations team at the ABS to produce Infographic videos similar to Spotlight, which were uploaded to the Census Australia YouTube channel and the 2011Census Australia Facebook page.

With more than 22,000 Facebook followers, the page offered polls, The Australia quiz, Census Collector profiles and an opportunity to join the Census social media conversation.

The Splendour of the Census application on Facebook gave fans the opportunity to win double passes to the Splendour in the Grass music festival by entering the favourite five song Census playlist. 

The Census Public Relations team’s use of social media has demonstrated how government agencies can effectively use social media platforms to engage the public and inform the community, and successfully enhance traditional PR and communication campaigns. 

The outcome of the 2011 Census is yet to be determined, but early indicators point to it being a success, in large part due to the role of Census social media.