Count Us In

Recruiting a representative range of LGBTQIA+ people to capture how diverse groups might respond to the 2026 Census question(s) asking respondents about their gender and sexual orientation. Culturally and age-diverse groups in the LGBTQIA+ community have been historically hard to reach in similar studies and were a priority target for this study.Imagery of the LGBTQIA+ community often looks cliched and diversity, often in a way that is not truly representative of queer people.A minimal spend was available for advertising and promotion. These budget restrictions also impacted the ability to create effective and appropriate content.

Digital advertising through short-form video was identified as the most effective way to reach a broad audience. The shoot included a wide range of identities and age groups, with all participants photographed and interviewed on-camera. Static assets were also created to support the video content.The responses of the LGBTQIA+ participants were edited into 12 x 15 second vertical videos and static campaign assets to be promoted across social media largely through the support of community partners. A modest budget was allocated for advertising on social media and the gay dating site, Grindr.

2,500 survey responses were required to deem the data usable and the number of responses received at the time of entry was more than 5,000 – 200% of target, making the study a quantifiable success.Responses from subgroup targets (such as CALD people, young people and parents/carers) were also met or exceeded.By creating awareness about the 2026 Census and encouraging meaningful engagement, the long term impact of the study will benefit policy, funding, and services for the LGBTQIA+ community.Anecdotal evidence from photoshoot participants was positive, with many feeling grateful that they had the chance to meet and share experiences.

The Count Us In visual story was based on the "rainbow abacus" device. This element evokes the campaign's two key elements: the LGBTQIA+ community and recording numbers.The branding colours translated into lighting for the shoot to create a complementary set of videos and images. This production strategy proved to be an important factor in the cohesion and effectiveness of the campaign.The warm, community vibe created in the imagery was the perfect foil for the structured and formal nature of the key branding. Together, the videos and photographs, and branding elements created a dynamic, vibrant look and feel with an appropriate level of gravitas.Storytelling was also a key element in the campaign. This was ever-present during the shoot where participants were asked to talk about what representation meant to them and how they believed it could be improved. The end result of this narrative drove the initiative to become involved in the Count Us In survey.