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Evaluation of
the Census Publicity Campaign
Strategic
Aims and Objectives
The Census White Paper (Cm4253) published in 1999, recognised that
the Census would rely heavily on public co-operation and a publicity
campaign was required to convey to the public the importance of the
Census. Preliminary resear
indicated limited awareness among some members of the
public about the nature and purpose of the Census and a clear need
to educate and promote the importance of participation. The aims of
the Northern Ireland Census Publicity Campaign were to:
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To
ensure there was a critical level of awareness of the Census
throughout the population; and |
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To
influence positively any potentially difficult to enumerate
groups. |
Background
Experience from the 1991 Census and the Census Rehearsal in 1999
emphasised the importance of a core message and creative concept in
raising awareness of the Census to influence participation. The need
to introduce a local dimension to advertising and promotion was also
identified and highlighted the need to take into account
characteristics specific to Northern
Ireland.
Methodology
A Census Publicity Board was set up to co-ordinate the activities of
the three Census Offices. It was agreed that the core concepts of the
publicity campaign for England and Wales would apply throughout the UK with regional
campaigns being developed and implemented by the Census
Offices. The NI publicity campaign included an associated Public
Relations campaign. The main creative idea of the England and
Wales publicity campaign was a 'Count me In' slogan, considered to
be effective as it presented the Census in terms of an event that
everyone would want to participate in, and a logo. While
Northern Ireland would benefit from general UK coverage of the
Census, the specifics of the Northern Ireland market led to the
production of local advertisements and materials. The new NI
logo incorporating a raised arm in the "Count me in"
slogan integrated well with the campaign message.
Campaign Strategy
A publicity
campaign to improve the overall understanding and awareness of the
Census was developed across a wide range of outlets including
television, radio, print, posters and the “through the door”
materials delivered by Enumerators. In addition, account was taken
of the need to target groups who were most liable to be missed such
as students and babies. The lack of awareness of the purpose of the
Census also influenced the decision in NI to introduce an “Advance
Round” leaflet, which (uniquely in the UK) was posted to every
household just before the Enumerator deliveries of Census forms
commenced.
Media
Plan
The
media plan was developed to reflect the different fieldwork stages
and the public’s involvement with the Census to ensure the correct
messages were received at the appropriate time and encourage
compliance throughout. A detailed Publicity and Public Relations
calendar incorporating both paid and free media activity ensured
that a mix of media with television at the core would achieve
maximum impact. TV production emphasised the link between the Census
and the provision of services. Posters, radio, the press and media
briefings formed the basis of the media plan.
Public
Relations
PR
was designed to support and develop the key messages in the core
advertising campaign via editorial and other coverage on TV, radio
and print. It was seen as another less formal means of engaging the
attention of the public and of focusing on specific aspects of the
enumeration less suited to traditional advertising. This included
the School Census, and the Census Babies initiative for babies born
on Census Day. Pre-Census briefings provided throughout NI by Census
Office proved very useful in conveying the Census message directly
to the press. Throughout the Census there was a dedicated line in
Census Office to receive calls from the media and these were dealt
with promptly.
Foot and Mouth
Outbreak
With
the first ‘Foot and Mouth’ outbreak in NI on 18 February,
revised procedures for the delivery and return of Census forms were
introduced for the farming community and those in affected areas.
The Census fieldwork arrangements in respect of households in
surveillance or exclusion zones and for farms in general had to be
well publicised. This resulted in greater press activity than
originally envisaged. There was an impact on the public relations
aspect of the campaign with a high level of interest from
journalists on the effect the outbreak might have on the conduct of
the Census. Within this context the publicity campaign proceeded
largely as planned.
Lessons Learned
Essentially,
both the publicity and public relations campaigns went well. From an
NI perspective, there was a definite benefit in deciding to take the
already well-developed ONS creative material and adapting
it.
The
‘Count me In’ slogan was effective in that it presented the
Census as an event that everyone would want to take part in. The NI
logo incorporating a raised arm in ‘Count me in’ integrated well
with the slogan and campaign message.
Within
the Census publicity campaign, time was limited for the preparation
and development of news materials and background information to
fully exploit opportunities to promote the Census.
The
interface between the publicity project and the data collection
project operated well. The ‘Through the door’ materials were
specifically designed to assist in the fieldwork and were generally
well received.
Additional
emphasis should have been given during the advertising campaign
indicating that the
Census form was to be returned as soon as possible after April 29th
2001. The pre-Census day post back indicated some of
the public may have thought forms needed to be returned by 29th
April. Similarly, householders should have been informed that
planned deliveries of Census forms continued up to Friday 27th
April.
Having
a Press Office representative in Census Office was beneficial in
dealing with press and media contacts. For future census planning it
would be essential to have at least six months lead-in time for a
similar attachment.
Not
enough coverage was received out of the PR events as might have been
expected. Where good coverage was received it was usually as a
result of making direct approaches to individual journalists.
Media
training was an essential item in the publicity preparations.
Conclusions
The
publicity campaign was one of a number of projects that aimed to
encourage participation to maximise coverage of the population and
in this respect it appears to have been successful.
The
publicity campaign was also intended to promote post-back of Census
forms and this was achieved with around 92% of forms received having
been posted back.
The
final aim of the campaign was to increase organisational
effectiveness with regard to the fieldwork. The branding of the
fieldwork materials and the ‘Through the door’ materials
undoubtedly assisted fieldstaff and made them instantly
identifiable.
The
advertising message clearly linked the Census with the provision of
services and the branding was successful in enabling a high level of
integration to be achieved across all media. Further consideration
of the best way to emphasise further some of the details of the
delivery and return date should be considered in any future Census.
Overall,
the scale and promptness of the post back response suggested that
the weight of advertising and the level of awareness created were
high. The public did appear to respond positively to the ‘Count me
In’ call and it is estimated that 98% of forms were received from
households from which a Census form was expected.
A
final measure of the extent of coverage will not be available until
late summer 2002 when the results of the Census Coverage Survey will
be published.
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