Count Us In is national campaign developed on behalf of a team of LGBTQ+ researchers led by the Kirby institute. The focus of the campaign is recruiting Australian LGBTQ+ community members to participate in a study around the inclusion of questions regarding sexuality and gender in the 2026 Census. The visual identity features an abacus, utilising the world's earliest counting device to symbolise the collection of data. Through use of coloured gradient, each counting bead can be seen to represent a part of the LGBTQ+ community, emphasising the importance of counting everyone and recognising their distinctiveness. This coloured gradient became a key visual thread and was carried through to the photoshoot through the use of coloured lighting.
To ensure the campaign resonated with an Australian audience, relatable imagery featuring real people was prioritised over stock images. Consultation with the research team highlighted that CALD communities and age diverse groups have historically been harder to engage, so these were prioritised in the recruitment for the photoshoot. Targeted 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. Their responses were edited into twelve 15-second vertical videos to be promoted across social media, as well as suite of still campaign assets distributed to community partners.
