Second phase of Census 2011 campaign to target young adults
The next phase of the 2011 Census campaign for England and Wales is set to roll out later this week, targeting young adults.
The campaign, by Bray Leino, will run across poster, digital and TV and follows the initial awareness campaign which began last month to raise general public awareness of the upcoming census.
The digital element of the campaign will include an interactive banner being placed on sites such as Facebook, Yahoo and YouTube, which will allow those who click on the purple football contained within, to take shots at goal, alongside the accompanying message.
Media partnership NME, Nuts, Heat and others will feature six weeks of editorials specifically designed toward their target readership, alongside relevant content.
Ambient media will also feature Census messaging, such as ‘Get Stuck In’ on pizza boxes and curry lids, and ‘Last Orders’ on washroom panels, as well ‘You Can’t sit this One Out’ on table tops at student unions and bars.
Oliver Doerle, head of marketing for the 2011 Census, commented: "To fulfil our objective of improving engagement with this audience we know we have to do more than simply take the core campaign and push it out via channels young adults use the most. The key to it is making sure the content and creative we go with will resonate with the audience and actually encourage them to participate in this year's Census, something that Bray Leino has been instrumental in helping us achieve."
This next phase of the campaign will also include two new TV adverts and a series of three new outdoor posters moving the activity on from the initial education and awareness drive of the first phase, to engagement and having people complete their Census.