OUR WORK National Archives of Ireland
Publicity for the release of the 1926 Census
FINN Partners was chosen by the National Archives of Ireland (NAI) to develop and deliver an integrated communications strategy for the release of the historic 1926 Census. The census records had been legally sealed for 100 years and the NAI wanted to promote their release, build interest in the Census, drive website visits and celebrate the ongoing work of the archives team.
GOAL
We developed an integrated communications strategy designed to move beyond the release of historic data – instead anchoring it in storytelling and human interest in a once-in-a-generation moment. Our goal was to unite the nation and its diaspora in shared discovery and showcase the value of Ireland’s culture and heritage to the world.
Our goal was to deliver measurable results toward three distinct goals: driving public interest in and engagement with the Census records, reaching new audiences for NAI beyond the fields of historical research and genealogy and to help a wider audience understand the extraordinary work of the Archives team.
SECTOR EXPERTISE
Public Sector
Heritage and Culture
12 million
unique visits to the website to view the records on the first day the records dropped
400 million
impressions across Ireland, UK and US, through more than 450 pieces of coverage
1.5 million
views since January 2026 of the new NAI Facebook page
10,000
increase in NAI’s Instagram following since January 2026
The Work
Our work transformed raw historical data into a poignant living story of Ireland’s last century. We elevated the campaign from a public records release into a compelling cultural moment for Irish audiences and the broader diaspora by identifying angles across politics, tech, academia, women’s issues, religion, and personal genealogy. We conceived and developed a bespoke Ambassador programme featuring nearly 100 centenarians who appeared in the 1926 Census, placing them at the heart of the story.
Fleshing out media stories within the records, FINN secured distinct features highlighting the 1926 Census and NAI. Highlights included profile pieces highlighting archivist expertise, global centenarian profiles, behind-the-scenes looks at NAI’s genealogy service, the relevance of the Census to a UK audience, and the Irish language. Tightly integrated with media relations, FINN provided strategic leadership across NAI social platforms (Facebook, Instagram, and LinkedIn). We utilised historic records and photography as strong visual draws, tapping into the public’s deep emotional connection to Irish heritage.