The creative concept for the campaign builds on the Census' purple logo. It features a purple origami bus, football equipment and a hospital, illustrating the public services that are prioritised and planned using census information.
The ad, by Bray Leino, was created by Nicky Roberts. Adam Bodfish, Jack Kramer and Tony Webber. It will run on a wide range of channels including ethnically-targeted stations. It was directed by Stuart Rideout through RSA.