DRAFTFCB

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Census 2006

• Law enforcement vs selling the benefits of
  participation

March 2007
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• The Census is the largest regularly conducted
  peace time activity in New Zealand
• Brian Pink, Government Statistician

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Our Task

• To get as many New Zealanders to complete their
  Census forms because they saw real benefits for
• - themselves
• - their community
• - all of NZ
• . . . Not because they had to

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Our challenges

• Lack of understanding by the public of any
  tangible benefits
• Confidentiality issues among some ethnic groups
• Maori - the Census to be for the Government not
  for them
• Pacific peoples - the Census is for the
  government not for them or as a way of checking
  up on them
• Overall we couldnt afford to alienate or
  categorise any group

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The campaign

• Had two tasks
• Move New Zealanders from complying because they
  have to
• To comply because its of real value to them and
  their communities
• Awareness and Information
• - when?
• - who?
• - how?

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Engage or Comply?

• Change how people viewed the Census
• Or
• Simply tell them the consequences of not
• A 500 fine

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Message Matrix

• Primary Message Personal and national relevance
• What you tell us today means you get more of what
  you need tomorrow
• Sub Messages Drive Understanding and Awareness
• Every Person on March 7 must complete a form
• Personal Information is not shared
• Census 2006 is from Stats NZ independent
  organisation
• You are legally required to complete the Census
• You can choose English or Maori

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Creating a value proposition

• Were going to grow, so we need to know
• Census information is used to help build
• parks
• sports fields
• schools
• hospitals
• roads
• community facilities, etc
• Outtake So we can have a better lifestyle a
  better quality of life for all New Zealanders

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Run the Ads
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Learnings and Results

• 98 of 4 million were counted on Census night
• Under count lowest in 10 years
• Believe in the power of emotion to move people
• We made it clear who would benefit from the
  Census
• The campaign made the census personally relevant
  to almost all New Zealanders
• A single theme resonating with different
  audiences across many media

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