Every stat tells a story.

Every stat tells a story advertising campaign

An overview of the national campaign which supported the 2021 Census.

The campaign supported the roll-out of the Census on 10 August 2021.

Census data provides a snapshot of the nation, and gives us important information about our economic, social and cultural make-up. Data is also used to guide services for individuals, families and communities.

The campaign was based on the idea that the Census isn’t just numbers, but what those numbers tell us – every stat tells a story.

Advertising ran in phases across television, cinema, radio, print, outdoor channels, digital and social media.

Through July, advertising focused on the stories of how Census data is used by local communities and organisations. 

Approach phase

From late July through mid-August, advertising encouraged people to start their Census as soon as they got their instructions, if they knew where they’d be on Tuesday 10 August.

Action phase

From mid-August to September, advertising reminded people to complete their Census.