2011 Population and Housing Census communications campaignand measuring its effectiveness

Aira Veelmaa

Head of Information and Marketing Service

Statistics Estonia

Aira Veelmaa27.06.2012

2011 Population and Housing Census in Estonia

From 31 December 2011 to 31 March 2012

Two stages:

E-census from 31 December 2011 to 1 February 2012

Interview census from 20 February to 31 March 2012

Aira Veelmaa

Goals of the communications campaign

To introduce the purpose of the census. To explain the importance of this nationwide survey. To stress the necessity to submit the correct data. To introduce the different options for participating in the

census and give instructions how to fill in the census form and how to recognise the interviewer.

To guarantee a high participation rate and

encourage people to complete the census form online

in order to achieve a high e-census participation rate.

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Main challenges

Complicated census process with different stages of data collection.

Risks related to the endurance of the IT-system. Long period of data collection.

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Census communications campaign

Informational campaign (December 2011)

E-census campaign (January 2012)

Interview census campaign (February/March 2012)

“Everyone counts!”

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Census website

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Informational campaign (I)

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E-census campaign

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Interview census campaign

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Measuring the effectiveness of communication activities (1)

One goal of the communications campaign was to reach

at least 90% of the population by the beginning of the

census.

What to measure? people’s awareness of the census willingness to participate in the e-census learn about the attitudes towards the census and

Statistics Estonia

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Measuring the effectiveness of communication activities (2)

How to measure?

Media and social media monitoring Statistics on website visits Survey of population’s awareness of the census

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Media monitoring

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Number of media mentions

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1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 40

100

200

300

400

500

600

700

2011 2012

Number of media mentions

conference onpopulation

censusrecruitmentcampaign

launch of censuswebsite and publicitycampaign

start ofthe census

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Number of website visits and questionnaires completed during the e-census

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31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 10

10 000

20 000

30 000

40 000

50 000

60 000

Number of visits to census website (www.REL2011.ee)

Number of completed census questionnaires

January2012

F eb ru a ry2012

Aira Veelmaa

Survey of population’s awareness of the census

Conducted monthly from August 2011 to February 2012 Target group: 500 persons aged 15–74 Method: telephone interview The questionnaire included 12 questions + background

information (region, sex, age, educational attainment, income, ethnicity and Internet use)

The questions about the census were prepared by our communication team. The data collection and processing was outsourced to a market research agency.

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What was asked in the survey?

Awareness of the census (when is it conducted, how is it organised, when is the census

moment, what are the options for participating in the census, self-estimation of awareness of the census)

Attitudes towards the census and Statistics Estonia (whether the census is considered necessary, what information

is regarded as the most important outcome of the census, whether Statistics Estonia is trusted as the census organiser)

Preferred way to participate in the census (e-census vs. interviewer’s visit) Need for information about the census

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Main results of the survey

Aug Sep Oct Nov Dec Jan Feb0

10

20

30

40

50

60

70

80

90

100 Thinks that the census is necessary

Awareness of the census

Awareness of the census (age group 15–34)

Plans to participate in the e-census

Needs more information

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Conclusions

The results of the survey gave valuable information for planning the communication activities.

Based on the results of the survey, some changes were made in the main communication messages.

It probably helped to avoid serious problems with

overload of the census IT-system.

66% of the population participated in the e-census.

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Aira Veelmaa

THANK YOU!