The campaign drove significant improvements across tested metrics and reinforced the importance of taking part.
The lifts were even more significant among younger Australians, an important result given that prior to the campaign, younger Australians were less aware of the importance and impact of the Census.
The campaign led to a 14 per cent increase in familiarity with the Census and a 23 per cent increase among under 40s. Additionally the content drove a 6 per cent increase in positive participation, up 12 per cent among under 40s.
And those who saw the bespoke content were 1.2 times more likely to believe their participation would make a real difference compared to those who just saw the TVC.