Census targets young men with ads in Nuts and NME

Magazine publisher IPC has created bespoke activity in Nuts and NME, brokered by MediaCom, to encourage the nation's young men to engage with this year's 2011 Census in England and Wales.

UK Census: targets young men
UK Census: targets young men

The Census advertorials call on readers to "make Britain better".

Readers are driven to a bespoke micro-site that "unlocks" content week-by-week throughout March, encouraging the target group to return.

Content includes a mock up of how Nuts might look when the next Census rolls out in 2021.

NME has adopted a different campaign theme, called "this is history". An IPC spokesman said it draws on "the NME archive to throw up iconic imagery and fascinating facts from Census years of yore".

NME's theme is extended by an online partnership with music streaming service we7.com, which will produce a compilation of classic tracks from each Census year from 1961 to 2001.

The campaign runs across print and online until Census Day on 27 March.

According to the publisher, Nuts has a total weekly audience of 1.3 million across print, mobile and online, while NME has a weekly brand reach of more than one million.

Rob Hunt, IPC Inspire Men & Music sponsorship and brand solutions manager, said: "Traditionally, younger men have been a hard-to-count group for the Census, but we have created a fun and integrated campaign for the 2011 Census that is guaranteed to make them stop and engage with our promotions, and the serious messages behind them."

Oliver Doerle, Census head of marketing, said: "It's fantastic to be working with IPC. Their first class creative talent and extensive knowledge of this UK audience will be fundamental in helping to raise awareness of the 2011 Census."