ONS Census 2021

MG OMD, ITV, Channel 4, Sky, Ch5 and S4C

Agency: HM Government

Along with everything else that’s happening, 2021 is a census year – the once in a decade opportunity to get an updated picture of what England and Wales’ population looks like. The data which the ONS collect informs government and private sector decisions that will impact society and the economy for years to come. To be as effective as possible it needs to be a true reflection of society and so needs to be completed by as many people as possible.

Balancing the need for scale alongside the requirements of a campaign targeting many varied and specific communities required a clear approach to audience buying, fuelled by smart and responsible use of data. In creating a clear process and framework for targeting, we managed to increase the efficiency of reaching specific audiences, increase the relevancy of the message and overall deliver record levels of Census completion.