The Office for National Statistics "It's about us" by M&C Saatchi

The Office for National Statistics (ONS) has unveiled a campaign promoting this year's "digital first" census across England and Wales.

Set to a cover of This Will Be Our Year by The Zombies, the ad shows people from all walks of life – including construction workers, chip-shop staff, nurses and exercising members of the public – as they pose in front of a purple backdrop.

"The census builds a picture of your community," a voiceover declares, before outlining the census’ impact on local services such as travel and healthcare.

The campaign has been developed in 44 languages, with activity running across TV, radio, digital and out of home. It is also supported by student communications, a primary and secondary school education programme, commercial and public sector partnerships and a community outreach programme designed to reach all adults across England and Wales.

It was created by Jordan Morris, Danny Jones and Tom Kennedy, and directed by Max Fisher through Knucklehead. Media planning and buying is handled by Manning Gottlieb OMD and OmniGov.

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