The aim of the work is to ensure households in England and Wales participate in the decennial census in March next year, which will be the first primarily digital count.

The brief, won following a three-way pitch, includes advertising, PR, digital, partnerships and community and schools programmes.

M&C Saatchi has also been tasked with helping people understand the relevance of the census, as well as the role of data and statistics in general, "particularly in light of the Covid-19 outbreak", the agency said. 

Data from the census is used to inform policy and shape decision-making on funding and provision of education, housing and healthcare. 

Tom Firth, managing director at M&C Saatchi, said: "The census is a truly national event. Once every 10 years, it’s a chance for our communities to be represented, which will have heightened importance next year in a post Covid-19 world. To be part of such a critical moment is a privilege, and we are excited to get everyone involved in this complex creative communications challenge."

The England and Wales census, Scotland’s census and the Northern Ireland census usually take place on the same day every 10 years, but the 2021 survey in Scotland has been postponed for one year due to Covid-19.