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2001 Census Data Release Communication Campaign

Client: 

Australian Bureau of Statistics

PR Company: 

Australian Bureau of Statistics

Award Category: 

Award Type: 

Call Number: 

2002 I 5

Year: 

2002

Executive Summary: 

The successful campaign to release the results of the 2001 Census has set the benchmark for future ABS data release events.  Achieving extensive coverage in national, state and regional media, the campaign has met its objectives and exceeded expectations.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

The Census of Population and Housing having been conducted by the Australian Bureau of Statistics (ABS) 14 times over the past 100 years is vital to planning our way of life.  Many decision makers eagerly awaited the release of the 2001 results, so they could use the high quality information to make informed planning decisions for Australia's future.

On 17 June 2002, the ABS released the first results from the 2001 Census.  Telling the Australian community about the availability of this rich national resource and thanking them for their support, provided the ABS's Media and Public Affairs Unit (MPAU) with an exciting opportunity to showcase the census product.

A national launch and media lock-up was organised for Sydney, with simultaneous media events in Canberra, Melbourne, Hobart, Adelaide, Perth, Darwin and Brisbane.  These events were heavily marketed to the media and supported by regional media tours and the availability of a large amount of free data on the ABS Web site.

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