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How we're reaching everyone

Campaign materials for Aboriginal and Torres Strait Islander people, multicultural audiences, transient workers and others

The ABS recognises that some people have difficulty or face barriers to completing the Census. For example, they might be away from home on Census night, live in a remote area or have difficulties understanding English. To overcome these barriers, communication strategies were developed so everyone could participate in the 2016 Census.

Aboriginal and Torres Strait Islander people

The 2016 Census campaign’s Aboriginal and Torres Strait Islander strategy targeted people living in urban and regional areas, as well as those living in town camps and discrete communities. It used multiple channels of communication, specific messaging, mainstream and Aboriginal and Torres Strait Islander media, and culturally-specific design, music and talent to reach this audience group. Engagement with community groups, intermediaries, Aboriginal and Torres Strait Islander leaders, elders and Census supporters was also an important part of the communication strategy.

Urban campaign materials

Download a poster.
Download a myth buster poster.
Download a fact sheet.

Discrete community campaign materials

Download a poster.
Download a myth buster poster.
Download a fact sheet.

Cultural and linguistically diverse people

The 2011 Census revealed that almost a quarter of Australia’s population was born overseas. To target this significant population group, the ABS and an external multicultural marketing agency developed a targeted communication strategy. The strategy involved community engagement, ethnic media and public relations, Census supporters, in-language advertising, videos, digital media, and print materials. Examples of the in-language materials can be found at Help in your language.

Youth: 18-34 year olds

People aged 18-34 make up one of the largest under-counted groups in the Census. A large portion of this group was also participating in the Census for the first time. The ABS developed a communication strategy to engage this audience group using a strong digital presence, non-traditional media, targeted messaging and marketing materials, and collaboration with youth organisations such as Triple J.
View the Shazam Avant Card.
View the Avant Card for international students.

People experiencing homelessness

People experiencing homelessness are among the most marginalised people in Australia. It is vitally important they are counted in the Census to inform decision-making on essential services and infrastructure. The ABS communication strategy for this audience group included partnering and engaging with intermediaries and community groups, targeted messaging on marketing materials, as well as event attendance and support.
Download a poster.
Download a brochure.
Download a fact sheet.


Seniors were identified as a new and emerging audience group who may experience barriers to online participation and completion of the Census in 2016. However, this group is traditionally the most willing and committed to participate. Using the general campaign materials and merchandise, the ABS engaged with relevant organisations and media outlets to target this audience group.

People with an illness, injury or disability

The Census encourages everyone in Australia to participate, including those with an illness, injury or disability. While the primary target audience is people with disabilities, carers, family members and friends are equally as important to ensuring high completion rates among this audience group. Similar tactics were used as with other audience groups, including engaging with relevant organisations, and targeted messaging and marketing materials.
Download a fact sheet for people who are deaf or hard of hearing.
Download a fact sheet for people who are blind or have low vision.
Download a brochure for people with an illness, injury or disability.
Braille, large print or audio formats of the form and Reply Paid envelopes are available by contacting the National Information and Referral Service.


Counting domestic and foreign travellers can help develop policies, products and services that relate to this audience group’s needs and contributions to the economy. This is a particularly challenging group to reach as they could be in a remote area, on public transport or staying in a non-private dwelling on Census night. Multiple channels of communication were used to target this group with a focus on digital media and technology, engaging with relevant organisations, tourism businesses, and travel media.
Download a poster for travellers.
Download a postcard for travellers.
Download a poster for the ski fields.
Download a postcard for remote travellers.

Transient workers

Transient workers, also known as fly-in-fly-out workers (FIFO) or drive-in-drive-out workers (DIDO), and 457 temporary visa holders are also a challenging audience group to reach for the Census. Similar campaign tactics were employed to target this group including relevant media and public relations, specific messaging on marketing materials, and engaging with third-party organisations and mining businesses.
Download a poster.
Download a fact sheet.

Special dwellings

People living in special dwellings, such as secure apartment buildings, were also targeted in the 2016 Census campaign using a combination of targeted key messaging on marketing materials and engagement with relevant organisations and media.
Download a poster.
Download a brochure.

2016 communication campaign

How we're reaching everyone

2011 Census data release

2011 Census campaign

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