The Australian Census aims to count every person in Australia, a crucial task for resource allocation and policy planning. However, the 2021 Census, conducted amidst the global pandemic, faced unprecedented challenges, particularly in reaching Culturally and Linguistically Diverse (CALD) communities. These communities often face barriers to participation, including language difficulties, lack of understanding of the Census's purpose, and functional complexities of the survey. The challenge? To not just count everyone, but to inspire willing participation from CALD communities during a time of uncertainty.
We adopted a behavioural science approach, recognising that a one-size-fits-all strategy wouldn't work. We ensured a consistent creative in line with the overall mainstream campaign, however adapted our strategy to meet the unique needs and barriers of CALD audiences. Our integrated campaign utilised culturally relevant communications that educated, persuaded, and provided clear, accessible information on completing the Census. We remained dynamic and responsive to the evolving COVID-19 situation, ensuring our approach was scalable and tailored to address key touchpoints and channel needs. Our tactics included developing case studies with key community organisations, strategic stakeholder outreach, targeted media pitching, and authentic influencer engagement.
The results speak for themselves. The CALD Census communications campaign was a resounding success, achieving targeted completion rates and significantly improving the undercount for key CALD communities. We delivered 717 culturally appropriate advertising materials in up to 29 languages, ensuring that every voice was heard and every person was counted.