We needed to transform participation,
from obligation into desire, with focus on Gen Y.
Appeal to people’s need for control – in a way that personalizes and
shows that Census helps individuals to shape the future. We created Spotlight
. Which brought individual data to life
in a way that let you explore animated visualisations of the data, personalized
to each user – it showed who you are, where you live, where you’re from, to
illustrate the part we all play in the Census, in shaping the future of
Australia. This made it feel less like an obligation, more like a worthwhile
action to inform and improve Australia. Once you’ve finished, the site builds you a sharable infographic,
customised by some of your basic information.
Over-representation of Gen Y participation,
Census was the top 3 most discussed topic in Facebook in 2012.
social and digital, with TV, press, outdoor, radio