Australian Bureau of Statistics

Andrew Sillis, Director, Strategic Communication
Michelle Howe, Program Manager

BMF *Lead Agency

Alison Tilling, Head of Planning / Author
Christina Aventi, Executive Planning Director / Author
Jennifer Rhodes, Communications and Data Strategist / Author
Cam Blackley, Executive Creative Director
Rosita Rawnsley-Mason, Associate Creative Director
Jen Speirs, Creative Director
Liz Ainslie, Group Account Director
Anthony Brooke, Account Director
James Ricupito, Account Executive
Mandy Payne, Senior Agency Producer
Basir Salleh, Art Buyer
Paris Giannakis, Creative
Craig Rosenthal, Creative

This is a story of the power of “how”. How the ABS and BMF focus on “how” diffused tension in an emotionally charged survey, conducted through a channel unfamiliar to many. How focusing on “how” allowed us to drive 79.5% of the public participate in a non-compulsory, nonbinding postal survey. How the neutrality of “how” generated robust participation across states, gender and age groups, How a deeper understanding of “how” human behaviour works, resulted in simpler, more effective comms. How “how” made us 31% more effective at generating turnout, than the binding Irish referendum on the same topic.