Every stat tells a story.

Every stat tells a story in 2021 Census campaign

Media Release

The Australian Bureau of Statistics (ABS) today launched the 2021 Census advertising campaign.

The campaign will support the roll-out of Australia’s 18th Census, which is being held on Tuesday 10 August. Advertising will run on television, radio, print, outdoor channels, digital and social media.

The Australian Statistician, Dr David Gruen, said the campaign is based on the idea that the Census isn’t just numbers, but what those numbers tell us.

“Census data provides a snapshot of the nation, and gives us important information about our economic, social and cultural make-up,” Dr Gruen said.

While most people know the Census informs decisions on transport, schools, health care, roads and buildings, they may not know data is also used extensively at the local or community level.

“Our message for Census is ‘Every stat tells a story’ and our advertising features real-life examples of how Census data is used to guide services for individuals, families and communities,” he said.

This year households will have several days to complete, rather than a single night. The advertising encourages people to start their Census as soon as they receive instructions if they know where they’ll be on Tuesday 10 August.

“We know people expect flexibility and convenience, so this makes it easier for people to fill in their form when it best suits them.

“I encourage everyone to participate in the 2021 Census and help build a better future for all of us,” Dr Gruen said.

The 2021 Census advertising campaign will run until Sunday 19 September. It will include translations for multicultural communities and for Aboriginal and Torres Strait Islander people.

For more information, visit www.census.abs.gov.au.

More information

What is the Census?

The Census, held on Tuesday 10 August 2021, is a snapshot of who we are and tells the story of how we are changing. It is one of the largest and most important statistical collections undertaken by the ABS.

How will people complete their Census?

People will be able to complete the Census online, on their mobile device, or on paper. There will be a number of options available for people who need assistance to complete their Census form including help from Census field staff, and phone and online help.

What’s new with the Census?

People will be encouraged to complete their Census, as soon as they receive their instructions, if they know where they’ll be on 10 August. They don’t have to wait until Census night. The ABS will also introduce new questions in the 2021 Census—the first changes to questions collected since 2006. The new questions are on long-term health conditions, such as arthritis and diabetes, and on defence force participation.

Media notes

  • When reporting ABS data you must attribute the Australian Bureau of Statistics (or the ABS) as the source.
  • Broadcast-quality television commercials and high-resolution versions of other advertisements are available at www.abs.gov.au/census/census-campaign-hub.
  • For media requests and interviews, contact the ABS Media Team via media@abs.gov.au or 1300 175 070.
  • Subscribe to our media release notification service to get notified of ABS media releases or publications upon their release.
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