It’s all about me
MAKING SOMETHING PERSONAL OUT OF CENSUS DATA
Held just once every five years, the Census was hugely important to statisticians. And nobody else.
Census data is an important statistical snapshot of the country, its population and other important characteristics. Numbers that will be used to guide decisions on infrastructure, transport, education, and the environment.
Unfortunately, most Australians aren't all that interested in these numbers. And the less interested they are, the less likely they are to participate in the Census - thereby impacting the quality of information gathered.
So how do you get people who have no interest in statistics to care about the Census?
By making the content all about them. From horoscopes to Buzzfeed quizzes, we're fascinated whenever something claims to give us an insight into ourselves. And here we had an objective source - real data - that could tell everyone their own personal story. That's why we created Spotlight - a unique, personalised animated film, built from Census data.
At key points during Spotlight, we ask the user to enter key information about themselves, where they live, their family history, and their employment. And as they do, we take Census data and put it in a context that's relevant to them.
And once they've watched their personalised Spotlight experience, users can create and share an infographic portrait that's been built from their own data.
A personalised sharable infographic, generated by Spotlight
In just a few short weeks, and without paid media support, this government website about statistical data was visited by more than a quarter of a million Australians.
Awards
IAB Awards Australia - Best in Show
Gold - Adfest - Cyber Lotus
Silver - Spikes - Direct
FWA Site of the Day