Getting the right things out
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- Scottish Government
- Sectors
- Public Sector
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- Influencer Activity and Brand Ambassadors
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- Year
- 2022
Due to a certain pandemic Scotland’s Census was postponed by 12 months and launched in March 2022. Our campaign strategy was built around three distinct phases; awareness, persuasion and action. We needed work that would get people’s attention - something that would stand out, be easy to remember and hopefully put a smile on people’s faces. Our launch ad ‘Stirling’ dramatised the benefits of filling in the census with scale, a sense of place and a little humour.
[ THE CHANGE ]
95% of people who watched the ad now understood what the census was
51% of recognisers recalled the endline ‘Getting the right things out, starts with filling it in’
9 million engagements tracked
