In a bid to reach young Australians, the Australian Bureau of Statistics have released a YouTube animated series called “Melrose Mews” to help promote this year’s Census.
Industry experts say the production value of the five episodes is at $35,000.
According to the head of the Census program Paul Lowe, the ABS developed the series as part of a range of tactics specifically targeted at young people aged 18 to 34.
“The ABS has found this group increasingly harder to count in the Census, due to a range of factors, including reluctance to actively participate and low levels of awareness of the Census,” he said.
“The videos were designed for screening via YouTube, and as such, take a different and more light-hearted approach to other Census communication and advertising activities. They complement other activities designed to engage young people in the Census and encourage participation, including the Census Twitter account, which links Census statistics with pop culture and current events to make Tweets relevant, topical and humorous.”
Although the ABS won’t reveal how much the Youtube series cost to produce, a spokesman said the overall Census program has cost $440m – $159m of that money contributes to Census staffs’ salaries.
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