Client: ONS

The Census has been implemented in the UK since 1801, with its decennial drumbeat forming a key part of UK life. The importance of the census cannot be understated, its results inform government decisions that will impact society and the economy for years to come. Therefore, it needs to reflect the true fabric of the country, representing everyone, and most importantly empowering everyone to feel a part of the process. We were briefed to introduce paid social media advertising into the media mix for the first time to form a key part of the uptake in users completing their census online.