For over 28 years, contentgroup has been helping government departments tell their stories. As our CEO, David Pembroke, puts it, “Government departments are an Aladdin’s cave of valuable and interesting content.” And he’s right—except instead of gold and jewels, it’s reports, policies, and statistics.
The challenge? Making sure that content actually connects with the public (because spoiler: most people don’t wake up excited about a 200-page strategy document). That’s where humour can help—especially on a day like April Fools’, when audiences are more open to a little playfulness from unexpected places.
But when is humour appropriate? Where’s the line? And most importantly—what’s actually funny? Let’s find out before someone tries to make a joke about tax returns.
How the Australian Bureau of Statistics (ABS) Uses Humour
Let’s start with a success story. The ABS has turned dry statistics into engaging, humorous social media content that stops people mid-scroll. Their social team, led by Heather Lansdowne, has mastered the art of blending fun with facts—without losing credibility. They’ve used memes, pop culture references, and witty posts to make census data and national statistics actually enjoyable.
For example, when the ABS dropped data comparing Beatlemania to Swift-mania, they didn’t just list ticket prices—they made it fun.
“Were Taylor Swift tickets worth it? Back in 1964, Aussies paid just $3.70 (about $62.95 today) to see The Beatles. Compare that to Swift’s Eras Tour, where some fans forked out $1,249.90. But hey, The Beatles played for 30 minutes… Taylor puts on a 3+ hour spectacle. So, really, it’s a bargain, right? (Just don’t check your bank balance.)”
A little pop culture, a little data, and a whole lot of engagement. That’s how you make stats entertaining!
Social media blunders (And what we can learn from them)
Even well-meaning government teams sometimes misjudge humour. Here are a few lessons:
Lancashire Police’s Meme Backlash
In August 2023, Lancashire Police faced criticism after using a meme to announce a criminal’s imprisonment. They posted a “how it started vs how it’s going” meme featuring the convict, which some felt was unprofessional.
Lesson: While creativity can enhance engagement, it’s crucial to maintain professionalism, especially when discussing criminal matters.
Essex Police’s Investigation into a Journalist’s Tweet
In November 2024, Essex Police investigated columnist Allison Pearson over a year-old tweet about the Gaza conflict. The action drew widespread criticism, with many viewing it as an overreach and a potential infringement on free speech.
Lesson: If you’re a government agency, jumping into online debates can backfire—fast. Stick to your lane, communicate clearly, and remember: not every tweet needs a response, especially a year later!
Read the Room, Burger King
On International Women’s Day 2021, Burger King UK tweeted, “Women belong in the kitchen.” They meant to highlight a scholarship for female chefs, but without context, it came off as, well… wildly sexist. Cue internet outrage.
Lesson: Timing and tone matter. If the current climate makes a joke or message risky, rethink it.
Twitter Joke Trial
In 2010, Paul Chambers was arrested and convicted for a tweet joking about blowing up an airport due to flight cancellations. Although intended humorously, the tweet was taken as a security threat, leading to legal action. The conviction was later quashed, but the case highlighted challenges in interpreting online humour.
Lesson: Context is vital in online communications. What one person sees as a joke, others might perceive as a threat.
When Can Government Departments Use Humour?
Government employees often walk a tightrope between engaging content and maintaining professionalism. Here’s when it’s okay to lighten up:
✅ When the topic is light – Baby names? Public holidays? Weather trends? All fair game.
✅ When the goal is engagement – If you want the public to actually care about your message, adding humour can help.
✅ When it’s safe and inclusive – Good humour doesn’t alienate or offend anyone. Stick to universal jokes, clever wordplay, and situational humour.
🚫 When it’s a serious topic – Health crises, emergency warnings, or tax collection? Probably not the time for a joke.
🚫 When it undermines trust – If a joke makes your agency seem unreliable or unserious, it’s better left unsaid.
Final thoughts
Government comms doesn’t have to be as dull as a policy briefing on paperclip procurement. A little humour—used wisely—can grab attention, build trust, and make your agency seem less like a robot and more like a real human (wild, I know).
And with April Fools’ Day, remember: a good joke can win hearts, but tweeting “All fines are cancelled today!” will win you an emergency meeting with Legal. So, sprinkle humour like salt—just enough to enhance, not enough to give people high blood pressure.
