Run That Town

The Australian Bureau of Statistics wanted to show disinterested Australians just how important census data can be. Taking census data from every postcode in the country, we turned the campaign into a game, letting players control a version of their town modelled on its real-life demographics. While census data might not be of high interest for the average Australian, our statistics game has been played by more than 70,000 people, offering each of them a unique perspective on what the data actually means, how it can be used and why it matters.