Background
The UK’s largest public information campaign faced the challenge of engaging every household — across 57 languages, diverse communities, and with widespread mistrust in government data collection.
Actions
I directed a fully integrated marketing program, spanning national TV, press, and digital, combined with grassroots outreach and multilingual communications. We developed tailored materials in 57 languages to build understanding and confidence in taking part.
Outcomes
The campaign achieved a 94% response rate, one of the highest in UK Census history, saving millions in taxpayer costs and setting a benchmark for inclusive public engagement.
What I Learned
Inclusion and trust are non-negotiable — principles that apply just as much to AI ethics, digital campaigns, and multilingual customer experience today.
