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Australia Tweets 2011 Census Promotions |
| Source: |
futuregov.asia |
| Source Date: |
Tuesday, August 02, 2011 |
| Focus: |
ICT for MDGs
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| Country: |
Australia |
| Created: |
Aug 03, 2011 |
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The unconventional government campaign is using all forms of social media to reach the population, including Twitter, Facebook and YouTube accounts, as well as the Spotlight application on the ABS website.
According to ABS National Media Manager, Dave McHugh the tactic was focused on the youth market, making them aware of their obligations for the data collection, which ends on August 9. Some of the tweets are- “Muggles will be counted in the 2011 Census.”, “Just like dating, the census can be completed online in 2011 #AusCensus.”
“The program allows users to gauge other Australians’ likeness to themselves. We’re definitely edgy for a government account, but we feel like it is resonating with the public. Why do we need to be bland?” McHugh pointed.
The census Twitter account - @2011Census – has acquired 7280 followers and climbing since February, making it the second-largest Australian government Twitter account.
As Paul Lowe, head of the Population Census Program said, “Our mindset with the whole campaign was to make sure it didn’t look like a government campaign. We want to make the census seem less as an obligation and more something people want to be part of.”
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Australia Tweets 2011 Census Promotions The Australian Bureau of Statistics ABS to effectively promote the 2011 Census via social media shifts away from tradition and rides into humour and culture
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