Run That Town

Objective

The Australian Bureau of Statistics needed to demonstrate the relevance and value of census data to disengaged Australians who saw statistics as abstract and irrelevant. The goal was to increase public understanding of how census data could be applied to real-world decision-making and to encourage greater participation in the Census process.

Solution

Run That Town was a free mobile city management game (iOS) that transformed 2011 Census data into an interactive gaming experience. Players could manage a digital version of any Australian neighborhood, making planning decisions based on real demographic data from their postcode. The game used actual Census data from every postcode across the country. Players earned points by boosting town popularity, growing the population, and keeping residents happy through data-informed decisions. It was the first game released by a national statistical agency to use real Census data, developed in partnership with Millipede Creative Development.

Results

The game was played by over 70,000 people and helped participants understand how census data applies to real communities and why such information matters for policy and planning.